Sloan School of Music
Visual Branding
Sloan School of Music was a brand new music school opening up in Maryland. They didn’t have a visual identity but they did have a strong brand strategy. Using their business brief, I developed a playful and modular visual brand system that accurately reflected their values and spoke to their target market.
The Strategy
I began the engagement with a long conversation, during which the owner briefed me on the business strategy of the company. I was immediately inspired by their drive to do things differently from other music schools, and in particular their five core values. Using color psychology, I matched each value to a corresponding color based and created a system of five dots. These dots became the backbone of the visual system as well as the color palette. I used big and bold type for the logomark to reflect their disruption in the space.
Old Logo
Redesigned Logo
The Illustrations
Once I’d created the logo and color palette, I created a series of illustrations to reflect the instruments that they taught and their different class offerings. While the logo was bold and structured, I wanted these illustrations to have a looser feel to reflect their flexible approach to music education. When combined, the logo and illustrations juxtapose the organized, structured aspects of education against the bespoke, playful nature of learning.
Brand Assets
