Tony Iommi - A strategic brand identity and digital platform for the godfather of heavy metal

As the founding guitarist of Black Sabbath, Tony Iommi helped define the sound and spirit of heavy metal. Working closely with his team, we developed a bold new visual identity and digital platform that brings clarity, consistency and creative power to his next chapter.

At the centre is a custom blackletter logo, gothic and commanding, reflecting heavy metal’s roots and Tony’s own legacy bringing powerful brand consistency across formats: from website, social content to future merchandise. This is paired with a heavy serif typeface, Fautive, chosen for its theatrical rhythm and imposing elegance. The colour palette draws from the blood-red finish of his iconic SG guitars, with supporting tones used to distinguish eras of his career, from solo work to Black Sabbath.

A powerful cross symbol, worn by Tony on stage for decades, is used sparingly throughout the identity as a sacred graphic device, amplifying key moments without becoming ornamental. The full system works flexibly across brand, product, editorial, social and campaigns, giving his team the tools to grow his presence with cohesion and confidence.

The new website is structured around a long-term SEO and content strategy, including advanced schema markup for live dates, releases and editorial content. It brings together Tony Iommi’s music, career milestones, stories and archive material into one destination, designed to support ongoing marketing activity across digital platforms.