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It may or may not come as a surprise, but I’m a die hard Metallica fan. Well, was. At the beginning of my teenage years with the release of the Black Album in 1991 I was immediately hooked and bought every album that had come before it — Kill ‘em all became a thrashy favorite. When they played in Mexico in 1993, me and my friends had seats in the first ten rows and through some Heavy Metal miracle I was handed a pass to be transferred to the “snakepit,” a hole in the middle of the stage where even crazier head-banging occurred — the amazing Live Shit: Binge & Purge set came from the five shows they played there. Then it took five years for the next release, Load, which didn’t quite catch my attention and its sequel ReLoad felt even more out of touch from Metallica’s true sound — it didn’t help that, by now, the cast had all gotten haircuts that made them look like they should be playing for Jethro Tull. After ReLoad I lost track, in part because Metallica did not seem to fit in my post-‘99 life (work, girlfriend, no more mullet) but to this day, when I need to haul-ass on a production task I will crank the vintage Metallica, and it does still sound good. Clearly, all this has nothing to do with the logo — well, I did draw it extensively on my school notebooks and ripped jeans — but it felt rather therapeutic to get it out there.
Back in July, Brand New reader Chris Dunshee alerted me to the revised logo on Metallica’s latest album Death Magnetic, their first in five years. I originally thought that, sure, it was a funny change for a very niche subject, but at the time decided to let it go. Last night, though, the story got juicier.
Metallica Death Magnetic Packaging by Turner Duckworth. For the full press release you can go to their site, and click on “news.”
It turns out that design firm Turner Duckworth — who did the earth-shatteringly-simple, Cannes-award-winning Coca-Cola packaging as well the identities for Palm, Amazon and Dolby — designed the new logo, album and supporting identity materials for the release of Metallica’s new album.
With the music industry in a state of rapid change, the band were looking for new ideas. “This time, we wanted to work with professionals who understand iconography,” said James Hetfield, Metallica’s lead singer. Lars Ulrich, the band’s drummer and frequent spokesperson added, “We wanted somebody who commanded respect in branding but were not jaded by the music business. Someone who would bring fresh ideas. Enter Turner Duckworth. Enter happy days.”
[…]
Turner Duckworth re-worked the classic Metallica logo, created a signature typographic style and designed key promotional materials including a flag, a coffin shaped special edition and a vinyl boxed set. A design kit including logos, imagery and graphics was distributed to the band’s record companies to produce a vast array of promotional materials around the world.
It’s very interesting that Metallica turned to TD: Musicians have long had symbiotic relationships with designers (Hipgnosis/Pink Floyd, Tibor Kalman/Talking Heads, Jamie Reid/Sex Pistols, etc.) but it’s rarely been a clear-cut case of a brand initiative executed by a specialized design firm — especially one that, on the surface, is as Heavy Metal as Winnie the Pooh. This is not to knock TD but to emphasize the outstanding work that they did in applying design and branding principles for their client.
Metallica logos 1981 – 1995, 1995 – 2003 and 2003 – 2008.
We can talk about the logo, which is a cleaner iteration of the original Metallica logo created by lead singer James Hetfield — and, actually, the before/after image at the top of the post should be this, but for me, the two other logos were just silly diversions from the original that should have never happened — although it loses impact with the lower x-height and wider spreading MA. And we can talk about the album cover, which is a very striking and cool image, especially in contrast to the old highly-illustrated covers (although not to the Black Album). And we can talk about the iconography of the white coffin icon and the sideways Metallica M, which is ideal for merchandise.
But the real topic of interest is the evolution of Metallica into a brand with a fully developed style guide and kit of parts. I’m not implying Metallica has sold out, I think it’s difficult for Heavy Metal to be sold out… in any case, it signals the final and full embrace of branding, the word that sent shivers down the spine of everyone in the early 2000s. Heavy Metal has always been a brand: The sound, the volume, the dress code, the air guitar, the hair-dos, the rebellion, and the skulls, thorns, spikes and other angry visual elements that compose it. But it had never been deployed in such an upfront matter and, to some (not me, I think), this may be a shift better summed up by track two of the Black Album: Sad but True.
Bonus: To attest to my circa 1995 bad-assedness, here is a picture of me rocking out in my bedroom. Guns N’ Roses, Iron Maiden and Metallica posters for ambiance.
Me, circa 1995.
Jump to Most Recent Comment
JonSel’s comment is:
no more mullet
I think we all need to see pictures of that.
On Sep.15.2008 at 10:30 AM
Tom Hackett’s comment is:
James’s comment is:
Inside info: a buddy of mine is a former employee of Turner Duckworth. Apparently David Turner's kid goes to school with Lars Ulrich's kid, and they've been friends for awhile. So it's not SO much that Metallica has just sold out; they're just working their social network...
On Sep.15.2008 at 10:36 AM
Armin’s comment is:
JonSel... No mullet, but I did find a compromising photo that I just added. My mullet photos are simply unpublishable.
On Sep.15.2008 at 10:39 AM
darrel’s comment is:
I just can't get past the Spinal-Tap-iness of the album's name.
On Sep.15.2008 at 10:45 AM
techcommdood’s comment is:
Nice. I'd noticed they went back to the "old" logo but didn't see the nuanced changes until your post. I agree regarding the M - highly portable as a merchandising icon. As for the album itself, I'd bought it on pre-order from Amazon but the d*mn thing still hasn't arrived, so I can't comment on the music... To me, the music holds more of the Metallica brand than any icon could. You hear one note and without a doubt know who it is you're listening to. Well, then there's that whole St. Anger detour...
On Sep.15.2008 at 11:06 AM
jj’s comment is:
I don't think it's selling out. They need packaging. They need a logo. and They need collateral - why not turn to a branding firm so it gets done right? And they can afford it. It is interesting that they chose TD - who is a bit corporate, even for a corporate branding firm - but maybe it's about the networking mentioned above. And it's an opportunity for TD to show that maybe they want to let their hair, er mullet, down.
The name of the album bothers me too, but when you think about it, Ride the Lightning kind of sounds ridiculous too.
On Sep.15.2008 at 11:23 AM
lucid’s comment is:
really.... what's the point!
On Sep.15.2008 at 11:34 AM
eduardo’s comment is:
By the way... Death Magnetic is really good! Sounds like the old metallica... very very good!
On Sep.15.2008 at 12:20 PM
Stereo Radiation’s comment is:
Ray Larabie put out an entire font based on the Metallica logo, and gave it the greatest font name in existence: Pastor of Muppets. It is fittingly font #1337 on the 1001 fonts site.
Gerasidis’s comment is:
A logo i've sketched a million times in my school books and my desk! The redesign by Turner Duckworth is F A N T A S T I C ! ! ! It is now as it should be, "complete"!
And yes, i agree that Metal have always been a brand!
Dylan Mullins’s comment is:
I think it's no different than a band like the Stones who are already hallowed in many awards-based institutions. Like most bands who have reached a legendary, star status -- to a point -- there comes a time when you have to make branding maneuvers like this (or double-back in this case). I think the re-worked logotype is certainly a cleaner update, and the matching brand collateral for this album, et cetera, is visually very strong. I just caught Turner Duckworth's portfolio from a design blog the other day, and I really liked a lot of the work they have put out, so I'm not surprised to see this piece bright and early this morning.
Aside from that, Ray Larabie's font is "interesting". The forms of some of those capitals are really quite bad. Maybe Turner Duckworth can re-do that too.
On Sep.15.2008 at 01:08 PM
jRod’s comment is:
I noticed the new version of the logo as soon as i grabbed My Apocalypse off of iTunes. Its much cleaner and more defined than the classic version. They finally cleaned up the "A"! Can't say enough about that. I think its a solid revision, and the new CD is just as solid. They are going back to their roots (IMO) and even included a freaking intrumental! SWEET.
Yeah, I had the Metallica logo all over everything that i could draw on as well. Except one thing... I had the Manowar logo on my Tony Hawk™ Special Edition skateboard. I had drew it on the grip tape itself, making it an extra-tedious task. I miss those days.
Bart O'Dell’s comment is:
I love the update. Much better than the previous attempts at a new look. Finally a new look with same sound!!
On Sep.15.2008 at 01:47 PM
zim’s comment is:
Great post.! Looks like they are trying to get back to their roots. Love the old school logo - I could draw it my sleep. Had never seen the 2003-2008 version of their logo - how lame.
I was a huge fan for years. I got bored with the Black album and quit paying attention with the release of Load/Reload. The last straw was seeing them twice in concert come out and play an ACOUSTIC encore set. Yes, they sat in a circle and played "The Four Horsemen" and "Hit the Lights" on acoustic guitars. Which was almost as awful as this: 
The packaging looks cool, but that's still not enough to get me buy it.
On Sep.15.2008 at 02:26 PM
anon’s comment is:
let's talk about the Cephalotripsy logo next
Mr Posen’s comment is:
Armin, you now have my complete undivided attention. Respect.
Mark’s comment is:
Napster bad! Metallica good!
Who remembers that one... Good that this time they're pioneering some more clever moves.
Now that I think about it a bit, it sounds almost strange that multi-million-$$$ music businesses (and bands are exactly that) aren't using visual branding/design firm services for their every important step that they want to visually communicate. It's has nothing to do with selling out (changing core values in order to sell more would be selling out) - it's just making their already well executed job more recognisable and graspable. Strong identity speakes volumes, and album packaging, booklets, web layouts, cd graphics, flags, etc. are just the part of that as their mullets and greasy hair or whatever they have on stage when they perform. And it's as important part of their story as quality sound engineering and production. If that first logo was all in Futura and without the spikes, you probably wouldn't have drawn it all over your notebooks (I did the same)...
Now I have to dig out Black Album from somewhere and give it a spin... aaall-f***n-right!
On Sep.15.2008 at 03:45 PM
Mark’s comment is:
it looks better, now looks more like a unified logo. Without loosing the elements that make them recognizable.
On Sep.15.2008 at 03:54 PM
Mark’s comment is:
wait, they screwed up the logo later on? those later versions (1995-2008) look terrible compared to the original and the new one.
I was out of the loop I never realized the Metallica logo changed *embarrassed*
On Sep.15.2008 at 04:03 PM
Jeff’s comment is:
You peeps are right. Metallica never sold out.
On Sep.15.2008 at 05:09 PM
johndiggity’s comment is:
yeah right. these guys sold out when they started suing their fans.
On Sep.15.2008 at 05:19 PM
Anonymous’s comment is:
the new logo is better, if only the same could be said about their music
On Sep.15.2008 at 05:51 PM
TonyN’s comment is:
Wow Armin. If I didn't know better, I would think that you stole pages from my diary (figurative, of course). I think you completely summed up my high school years and love of Metallica.
And, since this forum is about brand identity - spot on as well. Sad But True is right. Or, if we want to talk about metal now becoming so corporate rather than a true rebellious attitude... it is simply the Fade To Black.
(PS - I still love their music.)
On Sep.15.2008 at 06:11 PM
adam’s comment is:
the new album is tight. you can hear the old roots in it.
i noticed something was different about the actual "metallica" logo but hadnt realized what it was until this post. (sorry, i havent worn a metallica shirt or drawn the metallica logo in at least ten years)
i did notice that they other typeface that says "death magnetic" on the cover is *real* old school metallica-inspired. i looked for creedits in the album insert but couldnt find who designed it and im really surprised (in a good way) to find out it was td! maybe i should shift my current job search from the east coast back to the west coast!
ImI ImI
On Sep.15.2008 at 06:11 PM
Mongoose’s comment is:
Anything after the lameness that was St. Anger will be a musical improvement, but to get away from musical commentary and back to the branding..
The album art and design for Death Magnetic are very choice; it really does stand out on the racks in a potent way, and a return to the spikey, familiar logo is an excellent choice; While Metallica doesn't need to hew to a logo the way Chicago does on their album art, you want to see them at least keep a Ramones-logo-level consistency of "That's the band essence, right there."
The new updating is interesting. The letters feel to me more tipped-back, with the wider spread of the M and A. The 'ETA' loses a bit of funkiness, but looks more smooth and grounded. It's more professional. Does that make it less 'Metal'? Nah. It's still Metallica and not Kiss. Clean, but fierce.
I give it a B- for a modest upgrade from the original, but compared with the interstitial logos? I give it a Metallic A.
On Sep.16.2008 at 03:51 AM
Glenn Sakamoto’s comment is:
Design with one eye open...
On Sep.16.2008 at 10:55 AM
Daniel Campos’s comment is:
Quite good!
On Sep.16.2008 at 02:39 PM
Su’s comment is:
Matheus’s comment is:
GREAT REDESIGN
HELL YEA
On Sep.16.2008 at 03:24 PM
Whaleroot’s comment is:
I still can't believe I bought ReLoad.
On Sep.16.2008 at 11:27 PM
Whaleroot’s comment is:
Scratch that; Load.
On Sep.16.2008 at 11:29 PM
illusio’s comment is:
YAR!
On Sep.17.2008 at 01:52 AM
joqui’s comment is:
Ah! Back to the old logo... GOOD!
On Sep.17.2008 at 03:30 AM
Jim’s comment is:
I like the revamp - it really isnt very far from where it was originally, which is a good thing i think. the music, yeah (st anger sucked, im sure this new one will too... only time will tell...)
also - is that coffin with the 'lines' all around it a bit pubic hair looking??
minxlj’s comment is:
I'm thrilled to bits that they worked with the legendary Turner Duckworth - I've always felt that Metallica have been a cut above the rest in terms of branding and design anyway (Hetfield himself is an accomplished artist and no doubt has a good grasp on the industry). Even in the early years when most heavy metal bands' logos were horrificly designed, badly kerned and mashed together, Metallica had an iconic brand - and in later years the metallica.com website was well designed and laid out when others were still using blink text - ouch.
Death Magnetic is beautifully put together - the CD has an interesting multi-level diecut throughout the booklet which works well with conceptual and thoughtful photography; all related materials are consistent and well thought out, and merchandise at the shows (I was at the London 02 Arena gig on Monday night) is very well designed. I'm sporting a very nice Death Magnetic limited edition London gig tshirt right now in fact :-) Altogether it says quality, originality and professionalism, and I love it.
My two greatest passions have been brought together - design and Metallica. I am a very happy bunny!!
On Sep.17.2008 at 06:01 AM
minxlj’s comment is:
Re: Jim's comment...the coffin with all the 'lines' around it - it's a magnetic field (hence the name - see?) the same way iron particles get attracted to a magnetic in a circular 'lined' pattern...
I like the artwork, pretty cool idea :-)
On Sep.17.2008 at 06:19 AM
Jason Tselentis’s comment is:
Who knew this many designers had headbanging interests?!
On Sep.17.2008 at 06:52 AM
chris’s comment is:
ummm.... "Hatfield"? oh dear!
On Sep.17.2008 at 07:43 AM
Armin’s comment is:
oops... typo.
On Sep.17.2008 at 08:56 AM
gorjus’s comment is:
A friend pointed me this way after I'd flipped out on the way the little "a" in the logo had changed. It was the hardcore DIY aspect of Metallica--Hetfield drew it!--that I loved about it. I loved that when I got older I realized the strokes were all wrong, that the middle A was so handdrawn it didn't even work "right," but it was still AWESOME.
This . . . I had surmised wrong that some nameless kid with a Mac at Warners HQ had redone the logo. I think now I'm even more disaffected that Metallica HIRED somebody--for undoubtedly large sums--to bring them back to what Hetfield had drawn when he was a teenager.
Seriously, what a crock. "We're looking for a redesign!" "Well, over here is a notebook I doodled on in 1985. THIS IS YOUR FUTURE." ASTONISHING, etc.
Also good to know that there's more folks out there still drawing logos.
On Sep.17.2008 at 10:48 AM
Von K’s comment is:
This is really nice work.
The new album is better--much truer to the older songs. I heard the producer for this album told the band that they could only listen to the older material during the entire creation of this album. He wanted to flush the badness out. I think it worked.
Now if only every Metallica song ever made was instrumental, I would actually like them. I just never could stand the vocals in anything they've ever done.
On Sep.17.2008 at 02:03 PM
Chris Herron’s comment is:
Excellent update of the type. And I have long admired the phenomenal work of Turner Duckworth, but check out the box set issued in 1996 by The Misfits, a band which Metallica used to worship and has covered once or twice over the years:
Pollyanna’s comment is:
jesus christ the 2003-2008 logo is so nu-metal
On Sep.18.2008 at 10:31 PM
Bandur’s comment is:
Fuck Metallica dude, fuck em all. They used to have the spirit of Metal back in the early to mid 80's, then fuckin went and became fuckin pussies. Thrash Metal kids like myself should come together, and burn down their multi-million dollar houses with NO REMORSE playing in the background! FUCK EM ALL!
On Sep.21.2008 at 03:32 AM
mariano’s comment is:
i also loved metallica in the nineties, and also was a trashy teenager! :P
mullet rulez! jaja
mmat’s comment is:
metallica is just a classic symbol of what happens when youth angst ages and becomes wealthy. it's hard for old rich guys to write songs about being pissed off - "who stole my gold plated back scratcher!!"
On Sep.25.2008 at 10:23 AM
Deroy Peraza’s comment is:
Armin, In light of your circa 1995 picture, I thought you'd appreciate these. Email us your address. We'll send you some.
Alberto Salazar’s comment is:
hello! here´s my own creation with the new design of Metallica...
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Anonymous’s comment is:
metallica eres lo mejor
On Dec.22.2008 at 06:28 PM
jack’s comment is:
"I'm sporting a very nice Death Magnetic limited edition London gig tshirt right now in fact :-) Altogether it says quality, originality and professionalism, and I love it."
If anyone ever doubted that metallica has become a joke they should just read this comment. Sounds like it came from a saturday night skit.
On Jan.10.2009 at 04:38 AM
dacap’s comment is:
Metallica just launched their official Canadian merch store and I just bought some awesome new shirts. I saw them when they played in Toronto in December and it was one of the best shows I've ever been to. You can check out the new store by clicking my username
On Feb.15.2009 at 12:14 PM
Anonymous’s comment is:
metallica is awsome all nighmare long hell yaeh!!!
On Apr.01.2009 at 02:24 PM
Comments in Brand New, V1.0 have been closed.
