A few weeks ago, my business partner Rae at New Arts Collaborative and I were contacted by The
Merrimack Valley Community Music School, a community-based,
non-profit music school that is dedicated to helping people connect
through music education and performance. They were very interested in having a logo developed for the school to use on their print materials and website. We scheduled a conference call with Valerie Walton, the Executive Director to get an idea of what the school was looking for and to try to brainstorm some ideas. Valerie had sent us some links to examples of websites/logos that she liked including the Northeast Organic Farming Association (www.nofamass.org/), The Essex County Community Foundation (http://eccf.org/), and the Arlington Center for the Arts (www.acarts.org/).
Their own website was very plain and offered few clues:
During the conference it became apparent that the school needed to achieve three goals: 1) Show visually and quickly that it was a music school, 2) Distinguish itself from other music schools in the area, 3) Contain a tagline and/or visual that would convey or encapsulate their mission statement.
Some of the other goals we discussed. Easy to read, easy to use, usable in black and white or color, designed so that it can be shrunk or enlarged easily without losing quality.
The key words that I heard during our discussion was community, an important part of their identity, and growth, both in the sense of growing the school, and in the sense of personal growth. On their website they say:
"Music at its best brings
people together and creates positive energy within a community as a
common language that bonds us beyond cultural, social and economic
differences. Music education is a powerful way to learn about oneself
and to explore the possibilities that lie within each of us, to reach
for our highest good and potential".
One of the essential ideas was that this school was for the entire community, and could help you grow at any stage of your life, from young child to adult. This was also the key to what distinguished this school from other schools, that were geared more for training school-aged children.
I started thinking about growth metaphors. And we decided that “Growing through music” might be a good tagline. This phrase would percolate in my brain for a while.
The first thing I did after the conference call, was start researching music forms and notations. G-clefs, musical notes, stops, time notations. I started playing around with the forms. This was the first round. A I usually do, I started designing in black and white, playing with the forms in Adobe Illustrator.
We then received feedback from Valerie, as well as the School's Director, Charles Leinbach. He thought that the emphasis should be on the words "Merrimack Valley Community" rather than on "Music School". He also didn't think that the music notations were working. However in one of her e-mails Valerie suggested trying; "Bass (or F clef) and Treble
(or G clef) Bass is lower and treble is higher as they sit on the GRAND
STAFF A music chord (or arpeggio or phrase) often is thought of as going
from low to high. I wonder about a plant or vine somehow growing up
the grand staff. Possibly too complicated."
The idea of a growing plant seemed to fit, especially as one of their preferred colors was green. Then I came across this image of a note:
It struck me how leaf-like the flag on the top of the note appeared. That got me to thinking about the base of the note being like a seed-pod. I had a bit of a eureka moment. The image literally came to me in my sleep. Upon waking, I did a quick sketch in my notepad.
Developing that idea, this is what I came up with this for the second round:
I wanted to make sure that the client was clear on the intended metaphor and added the notations explaining the components as extra insurance. We sent these off, and the feedback was positive.
They really liked the central idea. Now it was refining the text, positioning and color.
They really liked the central idea. Now it was refining the text, positioning and color.
The biggest problem was integrating the text. One of the reasons I wanted to emphasize "Music School" instead of "Merrimack Valley Community" was because of the length of that text. "Music School" is nice and short. So I had to play around with it a bit to get it to work. The client also wanted to lose the "berries", and preferred the stalk of the musical note/plant, to break both the "ground" it was placed into as well as the frame it was contained in. Here is round 3.
I have developed both a vertical as well as a horizontally-oriented version of the logo. I have also selected a complementary orange color to go with the green. The colors were Pantone 1375 (orange), Pantone 349 (dark green) and Pantone 376 (light green).
As usual I developed the logo to be modular, comprised of a logo-mark, and a word-mark, which can be used together or separately in different configurations. This allows the most flexibility in application.
As usual I developed the logo to be modular, comprised of a logo-mark, and a word-mark, which can be used together or separately in different configurations. This allows the most flexibility in application.
Here is the guide I developed showing the final logo.
The client was very happy with the result.
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