| San Francisco Conservatory of Music
2007 REBRAND 100 Winners > distinction
Industry: Educational Institution - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The San Francisco Conservatory of Music (SFCM) provides a rigorous program of performance and study with an eye on creating a vibrant musical future for students in today’s modern world.
Challenge - As SFCM prepared for a move into the heart of San Francisco’s performing arts community, the school required a new brand identity system to:
• Express the Conservatory’s complete name.
• Speak to a variety of audiences, including students, donors, local concertgoers, and tourists.
• Elegantly support the school’s new “The Future of Music” communications message.
Strategy - MetaDesign sought to create ownership of “music” — an audacious goal in a city known for its eclectic musical heritage. The new logotype combines serif and sans serif typefaces, creating an ownable mark that:
• Captures the Conservatory’s traditional and modern influences.
• Resembles the facade of the school’s new building.
• Juxtaposes unfinished letterforms with complete letterforms as a metaphor for learning.
• Creates a sense of emergence that supports “The Future of Music.”
Result - The unique expression of SFCM combines with the logotype to create a progressive, memorable identity that sets the school apart from other conservatories and art schools around the world.
Credits:
Client: San Francisco Conservatory of Music - www.sfcm.org
Brand Strategist/Designer: MetaDesign - www.metadesign.com
Creative Director: Brett Wickens
Designer: Inese Silina
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