Logo

Below is the typeface I will be using for the logo which is called Mircrogramma. It was designed by Aldo Novarese and Alessandro Butti for the type foundry Nebiolo in 1952. My inspiration for using it comes from various album covers and Sound City guitar amps.

I'm working on an icon to go with the type today. Various ideas came up including, a spade, trowel, treasure chest and metal detector but gem stones seem to make the best icon, get the message across and aren't too obvious. What do you think?

While working on this project ideas evolve and change and something I've never wanted to do is be too specific or obvious with the inspiration for the brand. The name 'The Diggers' comes from 'Digging' the act of hunting for records. I assume this name comes from the action of flicking through records in a box which looks like digging with your hands. This idea of digging can be applied to all the inspirations for the brand whether it's hunting for new skate spots or a fresh wall to paint.

The gem stone idea works for me because they are undoubtedly the most precious thing you can dig for.