Mac Flasch is a Denver-based DJ that was having issues with his DJ logo. It was organic, drippy, illegible and did not fit his name visually or his musical voice for his live sets and mixes. It was also stuck in a horizontal set up that make it hard to work with promotional material.

After an onboarding call and him sending me his current logo and images, I noticed that he always wore a baseball jersey and baseball cap during his live sets. I found out he was an avid sports fan and had bold, warm personality. He found out he was originally from Indiana, and his family still watch the Indy 500.

I pulled inspiration from MLB patches as well as racing posters for their strong font choices. I added a lightning bolt and decided to lock it with this first name in a different color to really make his last name make a bolder statement.