Creating the branding for YouTube's new Fifty Deep platform was one that really took us back to our roots. The platform launch piggy-backed off of the 50th Anniversary of Hip-Hop but extends and lives way beyond. Our initial approach was very analog inspired by hand drawn elements that felt like we were back in high school again. In hip-hop vernacular, the word "DEEP" has several meanings which lead us to the 12 inch crate symbol. We're sure the legendary Pete Rock would approve of this. If you know you know...
Initial 50 Deep preliminary sketch
Fifty Deep metallic gold logo
Fifty Deep sketchbook notes 2023