Chuck 100 logo, branding, poster

First round of concepts

Round 2 of concepts

The producers decided to go in the direction of a silhouette of the musician as the focal point, particularly the era when he frequently wore a captain's hat and bolo tie.

Round 3 of concepts

A pivot in direction. While still working with the concept of Chuck Berry's silhouette, the pivot is to his younger appearance. That meant that his duck walk pose needed to be lower, his bolo tie turned into a suit and tie, his captain's hat changed to a slightly tousled coif, and details in the face that helped enforce the likeness by capturing his expression and energy during performances. Details were added throughout the silhouette to balance the whole image with the added details of the face.

The text was changed to reflect the new name and moved behind the silhouette.

As the logo was coming together, the poster started to take shape as well. The design was inspired by the aesthetics of Chitlin Circuit posters.