ABOUT

The Madrid-based record label Analogical Force has been described as the most crucial label operating within the Braindance sphere (Bleep). Geometric Love was commissioned to create a series of EP sleeves that focus on the experimental quality of each release, creating a coherent but individual set.

The first challenge was to gently move the label on from the almost exclusively monochrome sleeves used within the catalogue to date. This is achieved by using black on white with a singular accent colour. The main focus of each release is centred around experimental custom typography of the artist name and EP title.

The intention is to create abstract typography that feels illustrative, using texture and pattern, to create beautiful glitch that doesn’t feel wholly digital. As a backdrop to the typography, heavily textured imagery is deployed as a bed to break the sleeve up further, without creating too coherent an image in itself (with the exception of the Thaw EP, whose frozen flower is quite clear).

The abstraction of the lettering is at times pushed to an extreme, resulting in almost complete illegibility. The title Bernesga on the reverse of Promising Youngster proves particularly challenging to read. However, all the written content is replicated in GT Maru, a typeface described as an ode to English characters found on Japanese signage. Its mechanical quality makes it the perfect legible companion.

Positioning is also crucial, with each sleeve using the exact same layout for this supporting typography, reinforcing the identity of the series. Each record has a repeat pattern detail employed on the B-side paper label that adorns the colour-matched vinyl. The A-side takes a small detail from the front illustration as its centrepiece.

The aim is to create sleeve art that is the perfect foil to the brilliance of the experimental music, and equally something that can happily adorn a gallery wall. To deftly craft something that is sympathetic, but also ruggedly modern. Gauging the response from the label, the artists, and, most importantly, the fans, this celebrated series has achieved what it set out to do. With the limited editions near sold out across all six releases, and a new commission for the next series underway, the success of this modern design series demonstrates the faith of the client and the aspiration of the designer.