Dimension
Bringing class and culture to an underground electronic brand
Intro
Robert Etheridge (Dimension) is one of the UK’s most unique electronic music artists. Defined by a clear aesthetic that bleeds through into his music and imagery, Dimension has announced himself as one of the new wave of dance music headliners. Dimension’s combination of seemingly effortless musicality and production first caught the attention of tastemakers and DJs such as Chase & Status, Annie Mac (5x Hottest Records), Skrillex (who remixed the much-lauded ‘UK’), and deadmau5. Over the years, he’s built a discography balanced between airwave-conquering vocals and underground club anthems; and what was once one of UK dance music’s best kept secret now has a rapidly growing global profile.
Challenge
Robert approached us to refresh his image, artwork, and overall vibe, to capture the artist's sharp and suave look he was renowned for. We sought out to create a brand identity that is sleek and simple, ensuring it iconically withstood the test of time. By blending sophistication with timeless appeal, we crafted a visual experience that not only stands out but also stays memorable and relevant for years to come.
Key Ideas & Insights
A New Dimension
The text logo for “dimension” cleverly reflects the artist’s name through its geometric and structured design. By housing the name within a box and extending the letters ‘n’ and ‘d’ to the edges, the logo symbolises interaction with boundaries and gives an exploration beyond conventional limits. The uniform line weight maintains consistency and balance, evoking a modern and clean aesthetic. Overall, this design encapsulates the essence of “dimension,” portraying a harmonious blend of structure and expansive creativity, aligning perfectly with the artist’s ability to transcend and redefine spatial concepts.
Refined Minimalism
The brand embraces refined minimalism, focusing on clean lines and uncluttered visuals. This simplicity ensures that the design is not only elegant but also versatile, and easily adaptable across various mediums and contexts. The minimalistic approach reflects Dimension's sophisticated sound and aesthetic, providing a timeless quality that resonates with both contemporary and classic parallels.
