Branding for LCD Soundsystem’s hypothetical album Normalize/Digitize and accompanying merchandise is fully comprised of type only graphic elements. Inspiration was taken from club scenes, bright and messy DIY merch and posters, with a stylistic acknowledgement of LCD Soundsystem’s prior branding. Normalize, taken from one of LCD’s songs “Get Innocuous” plays against everything seemingly not normal in the graphic styling. Digitize connects to the manner in which the world lives, and its glitch styling helps emphasize the ease at which things can go wrong at the click of a button.
Extensive visual exploration in the form of sketches and experimentation in constructing typographical perspective and scanning manipulation really allowed me to zero in on an engaging and funky visual style for the record. Merchandise was created with assets not used in the album cover, all following the same system of analog manipulation, to offset the concept of “digitizing.”