Black Dog Books & Records
Description
Black Dog Books and Records, located in Grand Rapids, is an independent used bookstore and vinyl record shop with a distinctly curated, thoughtful vibe. Located in the Midtown neighborhood, this local favorite offers a wide selection of gently used books, with particular emphasis on radical politics, philosophy, LGBTQ+ topics, contemporary fiction, poetry, and genre literature, alongside a diverse collection of records, cassettes, Blu-rays, and other physical media.
Objective
The objective of this rebrand is to create a cohesive visual identity for Black Dog Books and Records that reflects the store’s independent, community-driven spirit while improving consistency across physical and digital touchpoints. The rebrand aims to modernize the store’s look without losing its unique character, making it more recognizable and accessible to both longtime customers and new visitors.
Process
Basic Research
Phase one focused on understanding Black Dog’s existing brand presence through a brand audit and competitor analysis. This stage included gathering insight into the store’s goals, values, and overall mission. Additional work, such as logo sketches, personas, and moodboards, helped establish an initial visual direction for the rebrand.
Static System
Phase two centered on building a comprehensive static system. A full style guide was created to define clear guidelines for logo usage, typography, color palette, imagery, and layout. This system ensures the brand can be applied consistently across signage, merch, social media, and marketing materials. A redesigned website was also developed as part of this phase to reflect the updated identity.
Motion-Based Research
Phase three explored how motion could extend the brand’s visual language. Research focused on motion principles, pacing, and transitions that align with Black Dog’s personality. Motion-based moodboards and both physical and digital storyboards were created to prepare for a promotional advertisement, allowing the brand to live beyond static applications.
Dynamic System
Phase four brought the rebrand together as a fully realized dynamic system. Building on the established style guide and motion research, this final stage includes a promotional ad created in After Effects.
Before
Before diving into design, I visited Black Dog Books and Records to assess the branding that was already in place. The store currently has very minimal branding physically and digitally. Shown on the left is the established logo as well as merch, like bookmarks. Their website is a simple black-and-white one-pager focused on the types of books they buy, and their social media presence is equally stripped down, mainly featuring posts of specific books or vinyl records for sale.
Research
Early explorations, including logo sketches, personas, and moodboards, established a clear visual direction that informed every stage of the branding process that followed. I also defined the brand’s core ethos, which became a guide for all design decisions I made. These ethos centered on community, accessibility, independence, progressiveness, and brightness.
Branding Decisions
The rebrand for Black Dog Books & Records focuses on establishing a bold, cohesive identity that reflects the store’s independent and progressive design ethos. By introducing a defined logo system, a high-contrast color palette anchored in black and vibrant purple and red, and strong, contemporary typography, the brand now communicates a confident and unique style. Textured elements and vinyl-inspired containers are included to create dimensionality throughout, while also reinforcing the store’s authentic, record-shop attitude. Additionally, accessibility and layout guidelines are outlined ensure consistency across print and digital platforms for all consumers.
Final Design
The final product includes a revamped logo, merchandise, updated imagery, promotional ad, and a redesigned website. A style guide was also created for the client to ensure consistent branding across all platforms and future materials.