SWSH
Refining an identity built for live culture.
SWSH gives fans and creators a way to collect and relive shared albums from concerts, festivals, and live shows. As the brand prepared for its next stage of growth, its icon had already earned recognition, but lacked the precision to support where SWSH was headed.
The opportunity wasn't to replace what people already knew, but to sharpen it.
New Studio Partners approached the identity as an exercise in refinement rather than reinvention. Rather than introduce a new logo, we rebuilt the existing mark for clarity and scale, holding on to the equity it had already established. The wordmark shifted from lowercase to uppercase, reflecting the brand's full name, Somewhere Somehow, and giving the icon and typography a stronger relationship. The capital H also became a natural divider, allowing the identity to pair cleanly with artists, venues, sponsors, and sub-brands across event applications.
Building on the existing visual language, the identity system was refined to better support the brand at scale. Gerstner Programm remained the primary typeface, now set in Bold and Regular to establish clearer contrast and hierarchy. A dedicated SWSH Orange was introduced to anchor owned brand moments, complemented by an expanded supporting palette for advertising, events, and social media.
The result is an identity that feels unmistakably SWSH, built to perform across app icons, wristbands, stage signage, and sponsor activations as SWSH scales into its next chapter of live events and partnerships.
Pathways
- Growth
- Modernization
Sector
- Entertainment
- Technology
Scope
- Brand Strategy
- Brand Identity
- Logo
- Guidelines
Partner
- Jonathan Lin
Team
- Ivan Lei
Year
- 2026
Every live event is seen from thousands of perspectives. SWSH brings them together in shared albums that fans can collect, contribute to, and revisit.
SWSH has partnered with EDC, Rolling Loud, TWICE, and others to bring fan photos and videos together in shared event albums.
Original logo, designed in-house (2022-2023)
Prior logo, designed by Makata Studios (2023-2026)
Unused logo concept, designed by Family Office (2026)
The existing icon was rebuilt with tighter geometry, preserving its familiar interlocking forms. An uppercase wordmark gives SWSH a stronger presence and aligns the icon and lettering at a consistent height.
Black and white form the foundation of the identity, allowing event photography to lead. SWSH Orange provides a distinct brand signature, while palettes drawn from event imagery give each experience its own expression.
The refined icon sits comfortably within square and circular formats, creating a consistent presence across app icons and social profiles.
The icon’s rotational symmetry keeps it recognizable as pins and stickers turn in everyday use, carrying the identity beyond the screen.
Gerstner Programm is the primary brand typeface, set in Bold and Regular to establish a clear hierarchy. Its restrained forms support the identity while leaving room for the energy of event photography.
The vertical edge of the capital H creates a clean transition into sub-brand names. Lighter-weight descriptors extend the identity to offerings such as SWSH Photobooth while keeping the main brand prominent.
The consistent height of the icon and uppercase wordmark creates a compact horizontal signature, well suited to narrow formats such as event wristbands.
The icon’s interlocking outline becomes a neon sign, bringing SWSH Orange into the office environment.
A visual language direction was created, where event photography takes the lead, framed by color and simple labels identifying artists and venues. A consistent logo placement ties the campaign together across different subjects and formats.
The same visual language adapts to vertical transit displays, using a clear image, artist label, and brand signature to make the message easy to recognize in passing.
A consistent co-branding system pairs SWSH with partner identities across packaging and event materials. A vertical divider gives each logo its own space while keeping the pairing balanced.
The refined logo scales to stage screens and signage, maintaining a clear presence amid lighting, performance, and the energy of the crowd.
The identity extends across SWSH’s web and mobile applications.
The identity is documented in a comprehensive set of guidelines covering logo construction, color, typography, and applications, giving the team and its partners a consistent foundation for future work.
Next Project
SOROS
