Brand Identity


Reckless Records rebrand

Originally from London, Reckless Records is an chain of three record stores in Chicago; for many Chicagoans it is the record store. It doesn’t take much more than walking down Milwaukee Ave, hopping on the Brown Line or strolling through the Loop to see countless shopping bags featuring the iconic Reckless logo in people’s hands. This poses an interesting challenge to reimagine a local heritage brand that is deeply ingrained in people’s mind, while also giving the brand identity a fresh coat of paint that makes it clear Reckless Records is still going strong after over 30 years. This conceptual rebrand is bold and loud and draws attention to itself, making use of typography and colorto bring together a cohesive brand system with the classic extended hand mark at the center, redrawn with cleaner lines that read more easily, especially at small sizes.

©2024 Cristian Martinez Gomez