In 2024 T-Mobile had partnered with acclaimed rapper and actor, Common for a short sprint for his “The Auditorium Tour” with Pete Rock. During this tour assignment, I was tasked with creating a compact, and adaptable logo intended for use across a wide range of digital assets to promote some of the ways we were activating digitally for Common’s Tour. I wanted the logo to be simple, but also to reflect Common’s roots in hip-hop culture and conscious lyricism, blending a modern urban sensibility with a timeless feel. From the start, the goal was to develop a logo that could live naturally within fast-moving digital spaces while still feeling intentional and grounded.
Early concept explorations leaned into bolder, more expressive directions which were drawing inspiration from street typography, album-like iconography, and the visual language of urban music culture. However, through refinement, the direction was ultimately narrowed to a more minimal, stripped-back design that maintained edge and authenticity without overpowering the surrounding content. We also decided to go with the name: BEYOND THE BEAT FEAT COMMON (feat being short for featuring).
Seeing the final logo used across multiple social platforms, in-venue digital signage, and landing pages throughout the tour highlighted its easy use and cultural relevance. The simplified mark became a consistent visual signature across said digital touch points, including some graphics I was asked to create in addition, helping unify the tour’s online presence while reinforcing a modern, urban identity rooted in Common’s legacy.
Tools Used: Adobe Illustrator CC