MALUM : LABEL CONCEPT & IDENTITY
A deep dive into phase one of the Malum record label creative. ‘Malum’ from the latin word, meaning ‘that which is derived from evil or wrongdoing’. With this in mind an identity was created which would position the label using source material with it’s own philosophical, social or moral outlook. Featuring all original photography and kaleidoscopic treatments from sources such as; witchfinder history, burnt out car wrecks, minimal landscapes, prime numbers and chaos theory – designed to work with coloured vinyl and premium sleeve solutions. The concept is rooted in numerology and is based on a trilogy of releases with three tracks each across vinyl and digital with a fourth exclusive vinyl only two track release made available solely to those who have purchased the first three. In this way each campaign uses only prime or special numbers (3, 9, 11) and encourages fans to purchase the full set of releases from each series, rewarding the label's most loyal following with a final exclusive limited offering. The logo identity itself is a modern processing of latin engravers characters and each release series is given it’s own latin title.