This assignment called for creating a brandmark for the South Atlantic Association of Music based in Miami, Florida. The association seeks to not only develop the careers of musical entertainers but also support musical creators of different backgrounds.
In approaching this assignment, I wanted to create a modern yet classy logo that references the area of the South Atlantic region while acknowledging the elegance of music. The treble clef signifies this elegance of form in music while the shrimp references the common crustacean of the Atlantic. The goal was to create a sleek brandmark that communicates a sense of harmony and creativity, and also establishes a mark that can be developed further into the brand experience.
In finalizing the logo, I wanted the two forms to appear in a fluid harmony while being an expandable brand logo for a diverse audience. The bold, angular typefaces used were selected to mimic the thick forms of the shrimp and treble clef. The colors were chosen to create a nautical, quirky tone while referencing the natural colors of the shrimp. The logo was well received by several design faculty members, peers, and effectively communicated the brand voice.