Tony Iommi is a musical icon who shaped the sound of a new genre of music.
I was asked by The Creative Corporation to help define the brand essence for Tony Iommi - the legendary guitarist behind Black Sabbath.
My role focused on uncovering what truly sits at the heart of Tony’s identity, beyond the obvious references to riffs and darkness.
For me it was about understanding the man behind the legend and crafting a direction that would remain authentic to him while speaking powerfully to fans old and new.
Looking beyond typical metal iconography, I wanted to understand what truly made Tony who he is - his determination to continue to play guitar after losing the ends of his fingers in an accident, his improvisational blues/jazz roots, and the pioneering spirit that shaped Black Sabbath into a legendary act.
This strategic input helped shape the early creative approach, ensuring the brand didn’t lean on heavy metal visual tropes but instead reflected his character, integrity, and his monolithic legacy.
Supporting The Creative Corporation in these investigations laid the foundation for a comprehensive new website for Tony Iommi, bringing his story and brand into a more contemporary digital space while staying true to his legacy.
Although the final logo, meticulously drawn by Sam Baker, illustrated a more familiar metal approach, it built upon earlier strategic work to bring a modern and refined authenticity to Tony’s visual identity.
The rebrand has now rolled out across Tony Iommi’s digital platforms, anchored by a comprehensive new website that brings together his full career story, landmark moments and his legendary gear - presented through a bold, contemporary lens.
This overhaul brings his personal visual identity into the modern era ahead of Black Sabbath’s landmark final show, 'Back to the Beginning', ensuring Tony’s legacy continues to resonate powerfully with fans old and new.
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