I was approached by Kemado Records to give their brand a facelift when their name and logo faced a lot of confusion. The name Kemado comes from the spanish word quemado meaning fire. To the vast majority of people who I surveyed misread the original mark (left) as referencing a komodo dragon. My goal was to maintain much of the brand that was already established with their original mark, distinguish the brand by drawing more heraldry references and bring in more fluid line work to emphasize fire.
The final option feels more like a part of a coat of arms which compliments the label’s heavy metal artists but remains refined enough to represent the folk artists on the label.

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