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Designing Brand Identity

Creating a brand identity is often limited to developing a logo, defining a color palette, and choosing a typeface or two.  These elements will go a long way to give an organization a unique look and feel, but often that unique look and feel could just as easily be applied to other similar organizations, or even companies in entirely different industries.

This design for Orchestre Symphonique Genevois is much more complete.

Logo for Orchestre Symphonique Genevois

Beginning with the logo design, they created a custom display typeface that incorporated musical notes.  That custom typeface is used in all collateral material, giving the Orchestre Symphonique Genevois a unique voice that is recognizable even after reading only a handful of words. From the typeface and logo design, they created grids and layout guides that unify all their materials.

To enhance the connection between the form and the content of their message, they created a system of translating a line of text into a melody.   That system was used to develop web and smartphone apps that allowed users to send and receive text messages accompanied by the melodies that were dynamically created by the message itself.

I love everything about this. Custom typeface design, using the available media to its full capacity, an identity that is inextricably bound up with the organization it represents–I’m glad that this was made. (You can also watch the video here.)

The most powerful thing about this identity design is that it grows organically from the values and activities of the organization it represents.  These elements cannot be “reskinned” to promote an athletic shoe or a cell phone carrier–they are a natural extension of the Orchestre Symphonique Genevois.

To read more articles like this visit: Branding, Identity, Logo Design, Type Design

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