Client: Kryder
Year: 2017
Brief: Brand identity
The challenge
Chris Knight was already performing on some of the world’s biggest stages as Kryder. He had the following, the records and the recognition. What he needed was a visual identity that could grow with him.
It had to work everywhere. Social media, album artwork, merchandise, stage visuals and giant LED screens. Most importantly, it needed to have meaning. In a world where EDM branding can often be loud for the sake of it, the challenge was creating something distinctive, adaptable and timeless.
Our approach
One detail from our early conversations stood out. Growing up, Chris had been nicknamed “Knight Rider” because of his surname.
That led us back to KITT, the iconic car from the 1980s TV series, and its instantly recognisable red scanner light.
That became the idea.
We created a clean, minimalist wordmark with a single red line cutting through the typography.
The black, white and red palette gave the brand a premium feel, while the line became much more than a logo element. It evolved into a flexible brand asset that could frame content, divide imagery, create movement and bring consistency across campaigns, merchandise, digital platforms and live performances.
The result
More than a decade later, the identity is still in use exactly as intended. It has appeared on global tours, major festivals and world-class stages, including Tomorrowland.
As Chris expanded into record labels, apparel, music platforms and other creative ventures, the identity evolved with him. The red line became a consistent thread running through everything he built.
Sometimes the strongest brands really do start with a single line!
What they said
“Neil took a story I’d never really thought much about and turned it into an identity I’ve used all over the world. It gave me something I was genuinely proud of. A mark with a proper story behind it, and one I knew would look incredible behind me whenever I played.”
Chris Knight, Kryder
