Theory X is a renowned, worldwide music label and powerhouse in the melodic techno and house music sphere. Theory X currently features 20+ artists of international acclaim, whose music is heard all over the world along with energy-charged, live music events to match.
Theory X was founded by the prolific DJ and Producer, Sezer Uysal. Uysal reached out to Thornberg & Forester at an extremely exciting time in his career as Theory X is rapidly expanding. Our engagement was two-fold – one, design a fresh, new Sezer Uysal wordmark + Brand ID animation (see case study), and two, design and produce a Brand ID animation for Theory X. Each Brand ID would be crafted as an infinite loop to be projected behind Sezer and other Theory X deejays at live events. The Brand IDs would also be delivered in vertical and square formats for social marketing and promotion. Additionally, we would develop an updated typographic system for the existing Theory X mark.
Whether at a festival or in your bedroom, music has the power to transport us to new and unfamiliar worlds, and with our roster of talent, the destinations are unlimited. Our Theory X brand story is rooted in the concept of transporting and transcendence, making the viewer feel like they’ve been taken on a journey and have arrived at a secret, far-away destination – Planet Theory X.
The planet is warm, inviting, magical and lush. The Theory X logo constructs over time at massive scale within a vast alien landscape full of life – an intergalactic oasis of positivity, togetherness and beauty. The quality of light and temperature of color shifts in timelapse fashion, as we witness an otherworldy progression from day to night. For presentation purposes, we have included the track ‘Trigger’ by Theory X artist, Noissier.
For versatility of application, the animation was designed to work in horizontal, vertical, and square formats.
Well before we landed on Theory X being a secret planet, we generated a litany of look dev studies to explore modeling, textures, color, and light. Above are 9 of well over 50 studies. These became a litmus test for Sezer to consider. From the studies, a few rose to the top, and the Planet Theory X discussion was born.
Our initial vision for our hero destination on Planet Theory X was a massive cove that would be home for the monumental Theory X logo, for fans from all over the world to join the party. We designed the scene with space-station-thinking in mind, and encompassed the world with ambient colors, light and texture as celestial skies would cycle through a variety of energy-charged, otherworldly scenarios full of drama and impact.
While received well, Sezer directed us to envision a planet that is more warm, lush and bright…full of greens and blues…to create a place that people would really want to be.
Simultaneously, we were developing another approach. One that did not lean on the Theory X logo already being established and gracing it with timelapse skies, but on the construction of the monolithic logo, during an anti-gravity meteor shower. Meteors would float upward in slow motion as huge, modeled, space-rock pillars fuse together, ultimately forming the Theory X logo.
Sezer loved the idea of building the logo over time but wanted to see that happen in a warm and inviting, cosmic utopia.
Our final set of boards fused the idea of the Theory X logo forming over time, while set in Planet Theory X paradise. Further direction would encourage us to make the planet look a bit less earth-like and more otherworldy, without going too far. After creating the boards above in Cinema4D and Photoshop, our team worked with AI to build a litany of alien landscapes to share with Sezer. Elements from many of them inspired the final design.
Prior to our engagement, the Theory X logo had been recently created. The flat, vector logo was provided as an asset for us to work with.
As Theory X is expanding, the label will be generating more and more content, and will have the need for sharp, cohesive brand identity. As our production team pushed forward on the Theory X Brand ID, our designers were engaged to revise the Theory X wordmark that would coexist with the ‘TX’ icon.
The final lockup is presented above.
We would like to extend a special thank you to Sezer and his team for their partnership, trust and support. We are very proud of what we’ve built together and know it would not have been possible without such great input and discussions along the way.
And thank you to the team at Thornberg & Forester for their impenetrable drive for making no compromise on creative thinking, design integrity, and impeccable execution.