The aesthetic of the unreadable: The impact of logotype readability on the corporate identity of death metal bands

Logos provide instant brand identification, which also applies to music bands, where they must stand out among their competition through distinctive visual attributes. In the context of heavy metal bands, particularly in the death metal genre, the elaborate and heavily ornamented style of logotypes creates a challenge for easy identification, leading to potential or visual overload. Therefore, the primary aim of this study is to investigate how the complexity of readability in death metal band logos affects the identification, differentiation and retention of these groups. To achieve this, a triangulation of experiments was conducted. Initially, a questionnaire gathered quantitative data on desired attributes in a logo and qualitative responses from individuals with and without an affinity for metal music. Subsequently, interviews were conducted with corporate identity experts. Finally, musicians from Peruvian extreme metal bands were interviewed. This study indicates, first, that logotypes reflect the sonicmusical experience of extreme music, preserving a tradition and delivering a visual impact. Second, it emphasizes the importance of readability in corporate identity, aiding quick band recognition. Third, the silhouette and formal attributes of the logotype contribute to establishing a connection with the band, even if the textual content is not legible. Finally, it demonstrates the feasibility of balancing an aggressive aesthetic in line with extreme music with a visually understandable design for the target audience, serving as a promotional and dissemination tool for bands. These findings hold significance in comprehending logotype design within the realm of extreme metal bands, an underexplored subfield of corporate identity.