Sebastian Hex is an electronic music producer with a strong interest in technology, virtual reality, and digital culture. His artistic direction combines futuristic aesthetics with immersive electronic music, resulting in a project that sits somewhere between club culture, innovation, and speculative worlds.
The visual identity for Sebastian Hex was built around themes of duality, technology, virtual worlds, and continuous evolution. These ideas informed both the logo design and the broader visual language developed for the project.
The logo itself takes the form of a hexagon – a direct reference to the artist’s name – while subtly incorporating the letters H and X. The H is immediately visible, while the X emerges through the use of negative space, rewarding a closer look. A diagonal cut divides the symbol into two balanced halves, reinforcing the theme of duality while suggesting movement, progression, and constant refinement.
An earlier concept explored the X as the central element of an infinity symbol connected to two hexagons, creating a paradoxical form inspired by virtual reality and impossible geometry. While the final logo evolved into a more abstract and versatile mark, this concept remains present throughout the visual identity as a repeating graphic pattern and supporting design element.
To support both the concept and visual direction of the brand, the typography was chosen with flexibility in mind. The goal was to find a typeface that works well in its simplest form while also allowing for more experimental applications when needed.
The primary typeface used throughout the identity is Atami, which comes in three distinct styles – Regular, Stencil, and Display, each with matching bold variations. While Atami Regular serves as the foundation of the brand and covers most day-to-day applications, the Stencil and Display versions introduce opportunities for more expressive and playful compositions without compromising consistency.
To maintain clarity and avoid unnecessary visual complexity, the Stencil and Display styles are often used selectively, combined with Atami Bold. Incorporating individual letters or small details from these variants creates visual interest while preserving a balanced and cohesive typographic system across the brand.
