SOAK

Irish singer-songwriter SOAK approached us to create their new logo to coincide with the release of their third studio album, If I Never Know You Like This Again.

The brief was to switch it up with a new logo and create something playful and kinda pretty but kinda messy at the same time. The logo is adaptable for use across many formats, not just the album, but tour posters, merchandise and of course music videos.

As well as the logo, we created the film titles for the video of the first single release from the album, Last July.

The name ‘Soak’ is a phonetic portmanteau of ‘soul’ and ‘folk.’ To emphasise the folk element, the logo was created using the typeface, Eckmannpsych, a psychedelic version of Eckmannschrift by Otto Eckmann. It seems to be heavily rooted in late sixties and early seventies aesthetics, but it was first published in 1900. We then customised it to soften it and give balance to the soul element.