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§ Case 10Logo · Brand System · Merch
2025 — Wales

On the
Flipside.

A record store called On The Flipside. Brief: a logo that lives up to the name. We drew an ambigram — reads FLIP upright, SIDE upside down.

Client
On The Flipside
Year
2025
Sector
Retail · Records
Outputs
Logo · brand system
Merch
§ 01 — The MarkFlip it. It still reads.
Custom letterforms, each glyph
drawn to hold at 0° and 180°
On The Flipside primary mark — ambigram reading FLIP top, SIDE rotated bottom
Fig. 01 — Primary ambigramCustom letterforms · D&M
§ 02 — Both GroundsEqual weight, light or dark.
Sleeve · tote · fascia · t-shirt
Drawn once, deployed everywhere
Mark on light and dark grounds — paired application
Fig. 02 — Light & darkBoth grounds, equal weight
§ 03 — PaletteSix colours. One logic.
Each pair a record sleeve in disguise
Range without losing coherence
Palette grid — four paired applications
Fig. 03 — Paired palette systemD&M · 2025
The brief, in one line

The idea
is the logo.

On The Flipside — 2025D&M · Studio
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Mutt Clothing.
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