Skip to content

Brand bookMusic & entertainment

TBJBrand book for the rapper The Baby Jean

A brand book for the rapper The Baby Jean: a slanted TBJ monogram with a bull cut into the B, a green, cream and charcoal palette and a star-grid pattern, run across gig posters, merch, tickets and streaming art.

Kind
Brand book
Sector
Music & entertainment
The cover: the full name in the heavy condensed headline face over the star grid, beside a green-duotone stage shot.
The cover: the full name in the heavy condensed headline face over the star grid, beside a green-duotone stage shot.

The brief

What TBJ needed

An artist's personal brand. The book has no formal brief: its two manifesto pages, in the artist's own words, set out what the brand had to carry. He came to rap through writing in the pandemic, with fashion as his first love, and wants lyrics that feel raw because "they carry my culture, my grind, my truth".

Read more

So the identity had to hold both rap and fashion, feel real rather than polished, and work where the artist lives: on stage, on merch, on gig promotion and on streaming.

The idea

Misfits build their own space.

The brand book's manifesto presents hip-hop and fashion as both born from misfits, and TBJ as someone who "never fit in a box, so I built my own".

Read more

We turned that into a performer's brand. A heavy, forward-leaning monogram carries a bull for force and presence, and a four-point spark for the star moment on stage. It sits in a restrained three-colour world of cream, deep green and charcoal, so the live photography carries the heat. (The bull and spark reading is ours; the book doesn't spell it out.)

Logo

The mark

A heavy, forward-slanted TBJ monogram, cream on deep green. The bowl of the B is cut into a bull's head in profile: the horn sweeps out of the top, a notch forms the eye and the muzzle rounds off the lower bowl. A four-point spark is cut between the B and the J, and the J's tail hooks under the mark.

Read more

Secondary usage runs cream on charcoal and green on cream. A clear-space grid and minimum sizes (280 px recommended, 200 px minimum) are set. In the mockups the monogram locks up with a boxed LIVE tag for gigs, and over a widely tracked THE BABY JEAN on cards.

Primary logo: a forward-slanted TBJ monogram, the B's bowl cut into a bull's head and a four-point spark between B and J.
Primary logo: a forward-slanted TBJ monogram, the B's bowl cut into a bull's head and a four-point spark between B and J.
Secondary usage: cream on charcoal and green on cream, above black-and-white stage photography.
Secondary usage: cream on charcoal and green on cream, above black-and-white stage photography.
The clear-space grid around the monogram, beside black-and-white live photography.
The clear-space grid around the monogram, beside black-and-white live photography.

Colour

The palette, straight from the book

Click or tap a colour to copy its hex.

Three colours: cream #EEEBD9, deep green #045842 and charcoal #282B2A.
Three colours: cream #EEEBD9, deep green #045842 and charcoal #282B2A.

Type

Two families, one voice

  • TGS Perfect Condensed

    Headings: heavy condensed capitals, like THE BABY JEAN and NEXT GEN CYPHER.

  • Helvetica

    Sub-headings and body, plus widely tracked capitals for event details.

TGS Perfect Condensed for headings, Helvetica for sub-heads and body.
TGS Perfect Condensed for headings, Helvetica for sub-heads and body.

System

Everything around the logo

  • A star-grid pattern: circles on a grid whose gaps form four-point stars, the same spark as the logo. It runs in cream, charcoal and green, often as a band across the foot of posters and covers.
  • A single four-point spark as a loose accent, scattered on the tote.
  • A green duotone that tones performance photos into the brand green, for the cover, gig poster, ticket and wall poster.
4 more from the book
  • Photography of live shows and crowd energy: stage-light beams, raised phones, high-contrast black-and-white portraits, with grain and paper texture over flat green.
  • A boxed LIVE tag with an antenna dot for gig lockups (TBJ LIVE).
  • Condensed capitals set big against small, widely tracked Helvetica details.
  • Voice: first person, raw, manifesto-like. It keeps returning to misfits, the grind, 'no filters' and 'I'm living it'.
The star grid: circles on a grid whose gaps form four-point stars, run in cream, charcoal and green.
The star grid: circles on a grid whose gaps form four-point stars, run in cream, charcoal and green.

Photography

The live pages

Live photography from the book: stage-light beams, raised phones and a black-and-white close-up, with the monogram stamped on frames and lit up on the stage screen. Open any page to flip through the book.

  • The artist in a white puffer under stage-light beams, phones raised in the crowd, with the three brand colours as a band along the foot.
    The artist in a white puffer under stage-light beams, phones raised in the crowd, with the three brand colours as a band along the foot.
  • A black-and-white close-up on stage: mic in hand, a TBJ pendant on the chain.
    A black-and-white close-up on stage: mic in hand, a TBJ pendant on the chain.
  • A warm, gold-toned stage shot, framed across a split ground of charcoal and green.
    A warm, gold-toned stage shot, framed across a split ground of charcoal and green.
  • Laser beams over the stage and hands up in the crowd, the frame stamped with the white monogram.
    Laser beams over the stage and hands up in the crowd, the frame stamped with the white monogram.
  • A collage of show photography on flat green, two frames stamped with the white monogram.
    A collage of show photography on flat green, two frames stamped with the white monogram.
  • The monogram on the stage screen behind the artist, over a crowd of raised phones.
    The monogram on the stage screen behind the artist, over a crowd of raised phones.
  • Fans reaching up to the stage, then a green-toned crowd photo with the artist at the front.
    Fans reaching up to the stage, then a green-toned crowd photo with the artist at the front.

Applications

The brand at work

Presentation mockups from the brand book, not photos of produced pieces. Open any page to flip through the book.

  • Business cards: cream monogram on green fronts, green monogram on cream backs.
    Business cards: cream monogram on green fronts, green monogram on cream backs.
  • A TBJ LIVE gig poster mockup: green-duotone portrait over the star grid, with the boxed LIVE tag.
    A TBJ LIVE gig poster mockup: green-duotone portrait over the star grid, with the boxed LIVE tag.
  • Billboard mockup: a condensed NEXT GEN CYPHER headline over a crew shot, the monogram in a solid green block.
    Billboard mockup: a condensed NEXT GEN CYPHER headline over a crew shot, the monogram in a solid green block.
  • A TBJ LIVE ticket mockup in the green duotone, with the monogram and LIVE tag.
    A TBJ LIVE ticket mockup in the green duotone, with the monogram and LIVE tag.
  • Tote mockup: a halftone green print on cream canvas, with loose four-point sparks.
    Tote mockup: a halftone green print on cream canvas, with loose four-point sparks.
  • Streaming artwork mockup: an 'Audio Jukebox' cover in a desktop player.
    Streaming artwork mockup: an 'Audio Jukebox' cover in a desktop player.

Across the book: Business cards · Stationery set · Story templates · Video thumbnails · Streaming artwork · Album art · Street billboard · Framed gig poster · Highway billboard · Concert ticket · Cap with woven patch · Tote bag · Stage LED screen.

Credits

Services on this brand
Branding
Sector
Music & entertainment
All brand identity case studies
Next brand studyWeltBrand proposal

Your brand next

Want a brand that works this hard?

Tell us what you sell and who has to trust it. We'll come back with the direction, the system and every place it has to work, from the sign to the social feed.

Start a projectWhatsApphello@marketlube.in

Every rupee you spend with us has to earn its keep.