vvundertoneLogo & Identity DevelpmentThe aim is to create a mark that reflects VVundertone’s dedication to both analog artistry and proffesional grade asset creation, resulting in a logo that feels both classic and contemporary, and suggests to viewers a sense of classic quality.

Bad Magic Design seeks to capture the warm, tactile qualities of analog sound production, while drawing inspiration from the clean, precise aesthetic of classic 1960s Swiss minimalism. 



Inspirational Forms:Audio / Video Waves
Reel to Reels
Tape Boxes
Mid Century Corporate
Recording Experimentation
Eyes & Ears
Sensory Experience
Manufacturing Manuals
Tape Notes
60’s Airlines
Retro Futurism





Initial Logo ExplorationsJan 24, 2025

Concept Deep Dive

Tape Path

After getting some feedback on favorites from the inital passes, one mark stood out due to ability to capture “abstract, strange and unfamiliar”. (See Mark 08 on page 2 above) 

After diving back in to the small sketch that inspired that “W” with hidden “V’s Mark, I believe the reason it seemed so distant, yet intruiging, is it’s un-intentional, yet undeinable relation to a common analog fundamental, the path of magnetic tape around the spools, dancer arms, and reels of a tape machine.

This led to me dive further into this concept to see if we can take the mark all the way into a more representative, literal translation of a reel to reel tape path, but maintain both the “Double V” and “W” connotations.

Inspiration & Form Development:



Concept Development, Attempting to capture various formations and configurations of the path in the imaginary space:








Concept Application To Objects







Indie Artist Deal +++
© Bad Magic 2024  Gram
chrisbefeld@gmail.com