Brand Identity System | Website Design
We chose colors that embodied the material characteristics of the piano. For the primary color, we chose green due to its strong association with wood in nature. Since wood is the dominant material used for the framework of the piano, we wanted a color that was naturally connected to its original form. We chose this particular shade of green because of its vibrant quality, thus the name Green Strobe. It is a color we believe will leave a memorable impression and give the brand a unique visual presence.
Ebony and Ivory were the most appropriate choice when deciding on neutral colors. They provide a balance to the vibrancy of the primary color. They also capture the essence of the brand through their association with the piano’s keys. When working together as a system, these three colors are complementary and represent the brand meaningfully.
In choosing the typefaces for the brand, we wanted to choose two fonts with similar characteristics that worked well together. Gobold Uplow is a sans-serif font that was designed to be bold in its application. When it comes to branding, bold lettering will be ideal for titles. In addition, the tall lettering worked perfectly to provide a clean, structured shape for the logo wordmark. Futura is a popular sans-serif font created in 1927. It is based on geometric shapes and is known to capture the spirit of modernity.
For the logo, our goal was to design an icon directly connected to the piano to be distinctive and uniquely aligned to the brand. On a deeper level, this icon represents the area in which the technician goes to improve the sound of the piano, which is the brand’s value proposition. In our research, we learned about the role that the cast iron plate plays in stabilizing the overall structure of the grand piano. We also learned that it is responsible for sustaining the massive tension of the strings. We were immediately drawn to the beautiful flowing lines and shapes, and after learning of its function, it was clear that we would use that design for the logo.
