WORKS
HOTTRAX
Visual Identity, Branding, Typography
Instructor — Paula Scher
2025
Hottrax, founded by Jamie Jones, is the subterranean counterpart to the major label Hot Creations. While its parent label represents the sunny side of Ibiza, Hottrax is dedicated to raw techno and deep house—the sound of the dark, packed club.
The goal of the rebranding was to shed the expected Ibiza palm tree motifs and visualize the true intensity of the underground. The central concept is "Thermal Energy." The color system is derived directly from thermal imaging cameras, capturing the rising temperature of collective bodies dancing in the dark.
The new logo is a sharp, aggressive monogram formed by
merging the letters 'H' and 'X.' It draws inspiration from the raw, industrial atmosphere of factories and underground clubs, signaling a darker and grittier direction. The typography is deliberately rough and bold, designed to be the visual equivalent of heavy, pounding basslines. This "heat" concept extends to materiality, utilizing heat-sensitive paper for touchpoints like business cards, ensuring the brand experience is always reactive and intense.