Tortuga Records

Designing a visual identity for a global network of DJs

Scope

Visual Identity

Visual Identity & Web

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Client

Tortuga Records

Tortuga Records

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Location

Global

Global

Tortuga Records hero image featuring the turtle-and-globe logo over a sunset beach photo of people playing soccer in Rio de Janeiro, with mountains in the background.
Tortuga Records hero image featuring the turtle-and-globe logo over a sunset beach photo of people playing soccer in Rio de Janeiro, with mountains in the background.
Tortuga Records hero image featuring the turtle-and-globe logo over a sunset beach photo of people playing soccer in Rio de Janeiro, with mountains in the background.

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Discovery

(01)

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Discovery

(01)

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Discovery

(01)

A global network of artists.

Tortuga Records is an electronic and house music label, representing artists from around the world in genres like Afro house, Latin house, and tropical house.

We were brought on to create a visual identity that captured the warmth, energy, and feel-good vibe of their tropical-inspired music.

Early black-and-white sketches of turtle icon concepts on textured paper.
Early black-and-white sketches of turtle icon concepts on textured paper.
Early black-and-white sketches of turtle icon concepts on textured paper.
Poster design explorations arranged at varying angles, featuring turtle illustrations and experimental typography for Tortuga Records.
Poster design explorations arranged at varying angles, featuring turtle illustrations and experimental typography for Tortuga Records.
Poster design explorations arranged at varying angles, featuring turtle illustrations and experimental typography for Tortuga Records.
Early Tortuga Records logo sketches showing multiple turtle icon and logotype options, with the selected turtle globe mark circled in red pencil.
Early Tortuga Records logo sketches showing multiple turtle icon and logotype options, with the selected turtle globe mark circled in red pencil.
Early Tortuga Records logo sketches showing multiple turtle icon and logotype options, with the selected turtle globe mark circled in red pencil.

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Design

(02)

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Design

(02)

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Design

(02)

Is the logo a turtle?
A record??
An evil eye???

We’ll leave it up to you. The primary mark strikes a balance between mystery and playfulness, embodying the spirit of underground raves and secret parties. We wanted it to feel almost like a secret society—simple enough to scale across a wide range of applications, yet full of character to stand on its own.

We’ll leave it up to you. The primary mark strikes a balance between mystery and playfulness, embodying the spirit of underground raves and secret parties.

We wanted it to feel almost like a secret society—simple enough to scale across a wide range of applications, yet full of character to stand on its own.

Tortuga Records logo stickers layered over an analog photograph of lush green palm leaves.
Tortuga Records logo stickers layered over an analog photograph of lush green palm leaves.
Tortuga Records logo stickers layered over an analog photograph of lush green palm leaves.
Brand color palette grid showcasing seafoam green, sand off-white, and sunset pink with logo and secondary graphics.
Brand color palette grid showcasing seafoam green, sand off-white, and sunset pink with logo and secondary graphics.
Brand color palette grid showcasing seafoam green, sand off-white, and sunset pink with logo and secondary graphics.
Poster designs featuring the Tortuga Records turtle globe logo and bold wordmark, exploring green, sand, and pink color combinations.
Poster designs featuring the Tortuga Records turtle globe logo and bold wordmark, exploring green, sand, and pink color combinations.
Poster designs featuring the Tortuga Records turtle globe logo and bold wordmark, exploring green, sand, and pink color combinations.
Postcard design with the Tortuga turtle icon over an analog photo of a boy in a small fishing boat off the Cuban coast.
Postcard design with the Tortuga turtle icon over an analog photo of a boy in a small fishing boat off the Cuban coast.
Postcard design with the Tortuga turtle icon over an analog photo of a boy in a small fishing boat off the Cuban coast.
Postcard featuring the Tortuga turtle globe logo over a misty beach scene in Rio de Janeiro with mountains in the background.
Postcard featuring the Tortuga turtle globe logo over a misty beach scene in Rio de Janeiro with mountains in the background.
Postcard featuring the Tortuga turtle globe logo over a misty beach scene in Rio de Janeiro with mountains in the background.
Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.
Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.

Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.
Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.

Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.
Pink vinyl record cover design with the Tortuga turtle icon and animated circular logo revealing a vinyl record on hover.

Green Tortuga Records vinyl cover featuring the turtle globe logo, “International Artists United by Sound” tagline, and packaged record mockup.
Green Tortuga Records vinyl cover featuring the turtle globe logo, “International Artists United by Sound” tagline, and packaged record mockup.
Green Tortuga Records vinyl cover featuring the turtle globe logo, “International Artists United by Sound” tagline, and packaged record mockup.
Mobile website mockups showcasing the Tortuga Records digital experience.
Mobile website mockups showcasing the Tortuga Records digital experience.
Mobile website mockups showcasing the Tortuga Records digital experience.

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Deliver

(03)

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Deliver

(03)

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Deliver

(03)

Analog nostalgia meets
modern design.

We delivered a complete design system that blends analog photography with modern design touches. It’s a visual language that nods to the feel-good energy of the genre while keeping pace with the forward-thinking world of electronic music.

We delivered a complete design system that blends analog photography with modern design touches.

It’s a visual language that nods to the feel-good energy of the genre while keeping pace with the forward-thinking world of electronic music.

Beach volleyball scene in Cape Town with bold Tortuga typography overlay, motion blur effect, and promotional event details.
Beach volleyball scene in Cape Town with bold Tortuga typography overlay, motion blur effect, and promotional event details.
Beach volleyball scene in Cape Town with bold Tortuga typography overlay, motion blur effect, and promotional event details.
Outdoor DJ set in Cape Town with dancing crowd and Tortuga branding overlaid in green and pink motion-blurred typography.
Outdoor DJ set in Cape Town with dancing crowd and Tortuga branding overlaid in green and pink motion-blurred typography.
Outdoor DJ set in Cape Town with dancing crowd and Tortuga branding overlaid in green and pink motion-blurred typography.
Concert crowd dancing with hands raised, featuring bold Tortuga lettering and “International Artists United by Sound” logo overlay.
Concert crowd dancing with hands raised, featuring bold Tortuga lettering and “International Artists United by Sound” logo overlay.
Concert crowd dancing with hands raised, featuring bold Tortuga lettering and “International Artists United by Sound” logo overlay.
Horizontal Tortuga Records sticker featuring seven connected turtle silhouettes and “United by Sound” text over a DJ crowd photo.
Horizontal Tortuga Records sticker featuring seven connected turtle silhouettes and “United by Sound” text over a DJ crowd photo.
Horizontal Tortuga Records sticker featuring seven connected turtle silhouettes and “United by Sound” text over a DJ crowd photo.
Analog photo of a DJ performing with fist raised, Tortuga Records branding overlaid with “International Artists United by Sound.”
Analog photo of a DJ performing with fist raised, Tortuga Records branding overlaid with “International Artists United by Sound.”
Analog photo of a DJ performing with fist raised, Tortuga Records branding overlaid with “International Artists United by Sound.”

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