A small music label and production company based in LA, Second Kin needed an identity that focused on their organic style of working with artists through personal partnerships.
The identity revolves around a single central pillar, evoking both wood grain and the grooves of a fingerprint, referential to the Second Kin family tree.
This pillar can then be separated into two pieces as a photo overlay to convey how artists are always the center focus of the Second Kin team.
Alternate Concepts
Alternate marks explored references to tree structures, West Coast sunsets, and more directly representational marks.

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