Metal Hammer

I was Creative Director for Metal Hammer for many years and one of my first major tasks was to create a new logo for the ages. There had been three logos in the past few years and nothing seemed to sit well with the staff or the readers. I found that focusing on the values and beliefs of the readers was the most important thing. It's hard to ask someone to believe in your brand if they don't relate to the branding. So I studied band logos from Metallica to Judas Priest... from Slipknot to Deftones and started to build from the strengths of what readers of Metal Hammer love the most; the music.