NXT Gen
NXT GEN is a London-based music platform focused on supporting the next generation of creatives through networking events, workshops, and live music experiences.
Year
2024
Industry
Music & Creative Industry
Services
Brand Identity
Client
NXT Gen
NXT GEN is a London-based music platform focused on supporting the next generation of creatives through networking events, workshops, and live music experiences.
The brand exists at the intersection of education, community, and culture, providing young people with access, visibility, and real-world opportunities within the music industry.
The project centred on creating a bold, contemporary identity that could represent NXT GEN across live events, merchandise, and digital platforms, while resonating with a young, creative audience. The identity needed to feel current and energetic, but also credible and structured enough to support partnerships, venues, and industry-facing initiatives.
The key challenge was balance.
NXT GEN needed to feel accessible and exciting for young creatives, without appearing informal or underdeveloped. Many community-led music platforms struggle with visual inconsistency, relying on generic type or trend-led graphics that quickly date.
The brand also needed to function in high-energy, real-world environments. The identity had to read clearly on stage, on staff clothing, in low-light venues, and across social documentation of events. This required a logo and system that could scale confidently, remain legible at distance, and feel unified regardless of application.
The NXT GEN logo was designed to feel bold, modern, and future-focused.
The letterforms are strong and compact, giving the mark presence across both digital and physical applications. A key detail within the logo is the use of negative space between the N and X, forming a subtle arrow that points forward. This arrow represents progression, momentum, and the idea of “what’s next” aligning directly with the brand’s mission to support and develop the next generation within the music industry.
The oval enclosure grounds the logo and creates a cohesive badge that works seamlessly across apparel, event signage, and social platforms, ensuring instant recognition while maintaining flexibility at scale.
A vibrant green was chosen as the core brand colour, giving the identity high visibility and a sense of energy that stands out in crowded event spaces and digital feeds. Paired with black and white, the palette allows the logo to perform equally well across merchandise, stage visuals, and photography-heavy content.
The identity was rolled out across staff hoodies and t-shirts, creating a strong on-the-ground brand presence at every event. This not only reinforces recognition but helps establish NXT GEN as an organised, professional platform within live environments.
When worn on stage and captured through photography, the branding remains bold and legible, ensuring consistency across event documentation, social media, and future promotional material.
The result is a confident, scalable identity that supports NXT GEN’s mission of empowering young people within music.
The brand now has a recognisable visual system that works seamlessly across live events, merchandise, and digital channels, helping position NXT GEN as a serious platform with long-term intent.
Rather than relying on trends, the identity is built to last, providing a strong foundation for future growth, partnerships, and expansion as the platform continues to evolve.
