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Four on the Floor

Four On The Floor is an online journal of research celebrating the history and techniques of Jazz Drumming worldwide. In 2013, Four On The Floor founder, Jon McCaslin asked me to concept a mark of identity for the site. I looked at vintage signage, logos and emblems found on old percussion instruments from the 1930’s through the 1960’s as inspiration. After providing several variations, Jon chose the hand-lettered direction shown here–prefering the raw, open lettering to some of the cleaner, vector-based options. The new identity mark is currently in use on the Four On The Floor website, as well as throughout related social media applications.