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The assignment is to create a logo, CD, poster, merchandising and any supporting branding materials for a fictional band called Alchemy. The students get to pick the genre of the band.
I decided to make Alchemy an electronic/alternative dance group band that lives up to its name - they use the process of transformation and combination of different elements as inspirations to produce music that utilized a lot of energetic sound synthesizer.
Their music is like dance, they create a sense of movement but follow a decisive rhythm. Thus I designed the seemingly random triangular patterns, each with their own color palette, symbolizing the ever changing transformation of melody with a consistent rhythm.
The logo itself is inspired by the definition of 'Alchemy': the medieval forerunner of chemistry, based on the supposed transformation of matter. Inspired by the shape of a Erlenmayer flask used by chemists, it is also intended to portray a metronome, which is a device used by musicians that marks time at a selected rate by giving a regular tick.
The patterns are contained in a square composition - representing the controlled beat of music although the pattern itself is not controlled, in fact unsystematic, symbolizes the buoyant (yet controlled) melody. This composition is applied to both the CD and poster to create a signature style that lasts.
As for the color palettes, the upbeat electronica music are meant to inspire listeners to move and feel happy, therefore bright, primary colors are used throughout the packaging, posters, website and merchandises. Additionally, the letters are intended to be loud and bold, therefore only using sans serif (Campton) and uppercase typefaces.