To create branding for 7DMedia, a record label that features exotic extensions of prog rock, I started by listening to the client's own branding ideas, as yet unrealized. His industrial, futurist, modernist, humanist sensibility, along with the company's name (drawn from Native American ideology and short for "seven directions") immediately suggested to me...the cinematic countdown emblem.
This less-than obvious visual inspiration turned out to be perfectly matched by an extensive image bank compiled by the client, including Russian cameras, test-patterns and hagiographic black-and-white photographs.
My first effort was in the right direction, so to speak, but overly complex and line-dependent. I worked to simplify the form yet retain the flavor of my initial design. We ultimately settled on several iterations, so that the client could choose among them for different purposes, ranging from tiny print on the backs of CD covers to banner-size headings on webpages of all colors.