In today’s era, music has become an indispensable part of people’s daily lives. Young people would mostly listen to pop music rather than other sorts of music, because the pop music is produced in a contemporary changing cultural context while preference changes of people usually have an deep influence by the mainstream culture of the times. However, it may cause people ignore the classical music, which is charming and having rich background culture. It is an art music that produced or rooted in the traditions of Western culture, having a history of hundreds of years. It can be divided into two types, one is generalized classical music and the other one is narrow classical music. The narrow classical music refers to the period of classicalism (from1750 to 1827). This period is the period of classical music, it includes two major time periods that are “pre-classical period” and “Vienna classical period”.
Vienna Three Master
The most famous Viennese classical school also emerged during the “Viennese Classical Period” and its representative composers include Haydn, Mozart, and Beethoven, who were later known as “Vienna Three Masters”.
“Classical Music Lab” is a professional music brand that focuses on promoting the classical music and culture of the Viennese Classical Period to the young generation. The brand uses an innovative and interesting way to perform classical music that is combining classical music and rock together. It is quite different from other normal music pieces so that it can not only give young people a whole new deep impression on classical music but also draw their attention into this kind of music.
The logo of Classical Music Lab aims at delivering core message of brand, that is main communication content of brand is classical music and the music works in the brand is not the same as the normal pieces, because each music piece will be combined with rock style, which is like doing an innovative and unique experiment in the lab. Therefore, the previous idea of brand logo was creating a cube and putting brand name abbreviation on it, in order to show the style changing of classical music in lab. The final logo consists of two parts, which are the cube and brand name. The brand name uses a modern font, Gotham, while the brand name abbreviation on cube uses serif font, Bodoni 72, and there is a bit difference in character “L”, because it is an Italic style. The logo has two basic versions, that are black and white, it can be changed into different colors for adapting to several backgrounds.
Color is a significant design element in a brand, it should be chosen carefully and suitable for the brand. In addition, the color also needs to delivery core message of brand to customer. Therefore, Classical Music lab has two color systems, which are two major colors and five auxiliary colors. CML Black and CML white are the major colors of the brand, because black and white are intermediate colors and can adapt for any color scheme. The five auxiliary are CML purple, CML dark red, CML red, CML pink and CML green. These five colors are relatively bright and active, can not only make a big contrast to the basic color, but also give people a new impression on the brand.
Classical Music Lab is such an energetic and young brand, so the graphic elements should be also interesting and full of power. I think the cube in logo is quite active and has a strong modifiability, therefore, the cube is individually extracted and used as a basic graphic element for the brand. In order to enhance both connection and unity between cube and brand, the cube is changed into four different colors, CML pink, CML purple, CML green and CML red, that belong to auxiliary color system. In addition, I also placed the white cube on four square backgrounds with different auxiliary colors.
Because Classical Music Lab will adapt the music pieces into rock style, that is wild and has a unique personality, the style of graphic element should also be wild and can not only has a strong visual impact but also gives people a deep impression. Therefore, I created radiating lines according to the outline of cube. The radiating lines use major colors of brand, black and white, because these two colors are not only the main color system of Classical Music Lab, but also black and white can make the whole picture look uniform and harmonious and make it easier for people to focus on the cube, which is on the centre of graphic element. And the radiating lines can be used in website, application, product and so on.
Classical music lab is a relatively young and modern brand and its target audience is the younger generation. And the brand typeface should show the mood of brand, that is energetic and modern. Compared to serif typeface, sans serif font is more fashion and suitable for modern brand. Therefore, I chose sans serif font, Gotham, as the typeface of Classical Music Lab. Rather than shark, Gotham is sleek and giving people a comfortable feeling.
Business card is a basic element in brand design and is a short introduction of brand to customer. Although the business card of Classical Music Lab is pretty succinct, it has already contained all the necessary information. The overall colors of business card are black and white, that are also the major colors of Classical Music Lab. There is a white version of logo placed on black background on the front of business card. The background color of back side is completely white and I put the basic information for employees on left side while there is a black version of logo on the right side. And all the text in business card have used the font of Classical Music Lab, which is Gotham.
The slogan should not only be the concentration of the core concept of the brand but also quickly and effectively pass brand connotation to consumers because people would not pay too much time on looking at a brand slogan and it is quite significant to let customers have a basic cognition of brand through reading the slogan. The slogan of Classical Music lab is “A NOVELTY JOURNEY OF CLASSICAL MUSIC”. Although the slogan is simple and straightforward, it has already covered the core content of Classical Music Lab, that is the young generation can meet a new and unique classical music pieces in Classical Music Lab, like experiencing a wonderful trip.
According to the idea of brand, which is promoting the classical music and culture of the Viennese Classical Period to the young generation. I decided to use the representative composers of Viennese Classical Period, that are “Vienna Three Master”, Franz Joseph Haydn, Ludwig Van Beethoven and Wolfgang Amadeus Mozart, as the major contents for three posters of Classical Music Lab.
The poster is composed of multiple elements, including the headline, text, QR code of WeChat official account, brand website address, logo and composer images. I only put the wig of each composer in the middle of the poster and placed different items beside it, like sunglasses, cigarette and black lip. Because there will be an increase of mystery and fun of poster if the composer’s face does not completely appear on poster.
In order to unify the poster with the style of Classical Music Lab, I created three different poster backgrounds by following the style of brand graphic element, which is using the outline of design element to create radiating lines. And I also used two contrasting colors on each poster background, so that it can create a strong visual power.
Each of the posters has a big headline, that is a small introduction of the main communication content of brand. In addition, there is a detailed introduction to the brand and composer under the big headline. People may want to learn more about Classical Music Lab after seeing these three posters, therefore, I also put the contact ways on posters.
The website design of the Classical Music Lab follows the style of the brand. It mainly uses black and white tones and incorporates graphic elements of brand. The website is divided into five parts, namely homepage, music, news, shop and app. Homepage design can make people have a basic impression of the brand, so I used the representative graphic element of Classical Music Lab for the whole homepage. And I also placed website contents on the white radiating lines instead of just putting contents on a frame as the normal website does. Because the brand aims at introducing the classical music and culture from Vienna classical period, there first will be an short introduction of “Vienna Three Master” in the music part and then comes the playlist of classical music, that uses four cubes of different colors to indicate each type of music.
In the official website of Classical Music Lab, people can also see the latest news of the brand and search for various novel and unique products in shop. If people are pretty interested in and want to further know the brand, they can also download the application of Classical Music Lab according to service on website.
The application design style of Classical Music lab is roughly the same as website design. It uses the brand major colors, black and white and also places graphic elements in different interfaces. There are only a brand slogan “A NOVELTY JOURNEY OF CLASSICAL MUSIC” and logo of white version on the splash interface. Therefore, it is such a big contrast to the log in interface that is following the same design style of website homepage, having a full page of graphic element and placing basic information on the radiating lines.
On the home interface, people could see some latest news of Classical Music Lab and several albums of different composers. In addition, they could also easily find out the most played tracks in home interface. The users who want to create their own favorite music list can go to the personal interface and each favorite list is using different color to represent different sorts of music. There is huge composer album cover on the music interface and people can easily and quickly click on the like icon on music interface if they love the composer’s album.
Although the design of logo, poster or website are the major aspects of brand marketing strategy, we can not ignore the product design of a brand. The product is not only a communication channel between the brand and the consumer, its sales volume can also reflect the popularity of the brand among the target audience. Further more, because our society is essentially globalized now, product design has become more important than ever before. The target audience of Classical Music Lab is the young people age from sixteen to thirty-five, who have different identities and occupations. I have designed two types of products for the brand, that are office supplies and daily necessities while taking into account the different needs among these people.
The brand brochure of Classical Music Lab is foldable and has a total of ten pages. Most of the music albums are square, and the Classical Music Lab is a music brand. I want to show the music element in the brochure, therefore, I made the brochure into a square shape. The overall style of the brochure is unified with the brand, with black and white as the main tone and I used the cube with radiating lines as the cover. The contents of brochure includes slogan, brand introduction, mission, vision, core value, service and so on. In order to make the brochure has a stronger visual effect and can allow the target audience to have a more comprehensive understanding of the brand, I put some graphic elements next to the text.
School: Beijing Normal University, Zhuhai
Program: Visual Communication Design (Brand Design)