The Grasshopper Underground
The Grasshopper Underground from Mark K. Mulcahy
The Grasshopper Underground

The Grasshopper Underground is now a well-respected dance club, but in 2010 their logo failed to reflect the driving force behind the emerging night spot: electronic music.
We modified a contemporary italic display font to create a unique logotype (1), and transitioned into the new brand identity through their marketing collateral (2), online presence, and new signage (3).
The client gained worldwide recognition in their industry, through constant upgrades to their equipment, hands-on management, and successful booking, but needed to keep their brand fresh. In 2014, with the club's name recognition established, they determined that it was time for the visual identity to further evolve. We were tasked with creating a new iconic logo to capture the feel of electronic music (4). The Grasshopper Underground's new logo currently lights up the Ferndale bar scene over Woodward Avenue (5) and peeks over the shoulder of every DJ that spins at the club (6).

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Now one of the most well-respected dance and music clubs in the country. The client’s first logo failed to reflect the driving force behind the emerging club: electronic music. The client wanted to increase their name recognition, and maximize the exposure of their location on one of Metro Detroit's busiest streets. We modified a modern display font in order to create a unique logotype, and transitioned into the new identity through their marketing collateral, print ads, website, and new signage.
These were the transitional business cards for The Grasshopper Underground. We phased out the outdated circular logo, which didn't fit the direction the venue was taking, and introduced the new logotype.
In order to help the client visualize the final product, I created the mock-up on the left hand side. The client was satisfied that they received exactly what they were expecting, as shown in the right hand picture.
We worked with the client on various other projects, however the next large step in brand evolution came in 2014. Having established their reputation and gaining the desired name recognition, the client sought to refresh their brand and move toward a more iconic symbol. We now needed to create a logomark that would be instantly recognizable, fun, and interesting but still give the impression of belonging in an electronic music venue.
The client chose a modern design with clean lines to represent their club, a haven for modern music. The final sign for The Grasshopper Underground (2014) is pictured here. Constructed from brushed silver Dibond and clear polycarbonate with orange LED backlighting and an offset from the brick facade to give the halo effect, the sign overlooks Woodward Avenue in Ferndale, MI.
Additional signs brand the interior of the club, and the background of every event picture taken at the club.
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The Grasshopper Underground

The Grasshopper Underground is now a well-respected dance club, but in 2010 their logo failed to reflect the driving force behind the emerging night spot: electronic music.
We modified a contemporary italic display font to create a unique logotype (1), and transitioned into the new brand identity through their marketing collateral (2), online presence, and new signage (3).
The client gained worldwide recognition in their industry, through constant upgrades to their equipment, hands-on management, and successful booking, but needed to keep their brand fresh. In 2014, with the club's name recognition established, they determined that it was time for the visual identity to further evolve. We were tasked with creating a new iconic logo to capture the feel of electronic music (4). The Grasshopper Underground's new logo currently lights up the Ferndale bar scene over Woodward Avenue (5) and peeks over the shoulder of every DJ that spins at the club (6).

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Available
Full-time
Mark K. Mulcahy
Designer Shoreview, MN