The Ninetys is a visual identity created by Estonian designer Anton Burmistrov in 2013 for a music producer based in South London. The producer’s style spans genres including trap, dubstep, house and other electronic music, and Burmistrov was commissioned to create a fresh, urban image for the brand.[1]
Design and History
The identity was published on Burmistrov’s portfolio on February 23, 2013, under the title “Identity for a London-based trap artist The Ninetys.”[2] The project is also listed in the branding section of his portfolio site.[3]
According to Burmistrov’s project description, the core concept of the identity is “90 degrees.” The idea was to present graphic elements in a way where angles are at 90 degrees, which could be visualised as a triangle or as crossed lines forming a 90-degree angle.[1]
Meaning and Symbolism
The main asset of the brand is a set of ornaments, which are used across most of the designs within the identity system.[1] These ornamental elements, built around the 90-degree angle concept, form the visual foundation of the brand rather than relying on a single standalone logo mark.
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