For the 2016 edition of the Brand New Conference, UnderConsideration took inspiration from the rhinestone-studded clothing and bold typographic music posters of its host city, Nashville, Tennessee. As UnderConsideration explains, the historic Hatch Show Print led them to a wood type inspired look:
Hatch Show Print and their woodtype typographic exploits that have helped promote and build the visual expression of Nashville’s music scene. […] We did not want to imitate the stacked woodtype aesthetic because that’s too easy and not necessarily original but we couldn’t ignore it completely. […]
Our concept for the logo was taking our now well-recognized “BNCONF” shorthand name and treating each letter like a suit to be adorned. We needed big, chunky letters to be able to fit in more decoration and that’s where the woodtype element comes in. After thorough vetting of various black-weighted fonts we found our hero in Behemoth — designed by Dave West and digitized by Martin Wenzel — from House Industries’ Photo-Lettering typesetting service (and available for rent from Fontstand). Behemoth has a large volume and some beautiful, curvaceous details that give it plenty of personality.
Read more about the design of the conference at Brand New.