When flamboyant Swedish DJ and producer Filip Le Frick contacted Superfried we were rather intrigued. He felt his existing brand needed a refresh to coincide with the release of numerous high profile projects. However, it was important that the existing urban style was maintained.
With this in mind typographic styles with a graffiti/ tag feel were developed, whilst maintaining complete legibility, an issue with the previous logo. It was also important to ensure that the logo would work equally well in shortened form, as it was very likely Filip will often just be referred to as 'Le Frick'.
With the typography resolved the character he wanted to develop was addressed. It was important to Filip to retain the headphones from his previous character and also implement some hi-tops, his preferred footware. As with most characters, distinction and charm was found with some exaggeration wherever possible.
For the styling of the site it was felt that a rather unpolished look was required. Use of minimal blank backgrounds, distressed containers and courier fonts worked well. However, it needed some kind of movement to bring little 'Le Frick' to life. To maintain the lo-tech vibe and avoid issues with flash and Apple portables, it was time to dust off and reintroduce the much underrated animated gif.