BRANDING & ART DIRECTION

Underscore

Branding

Part of the project for Classical KUSC required defining the personality of this podcast, its supporting website, and giving it a name. I led the stakeholders through the process. The Underscore is where we landed. Some of the slides from those meetings survived.

Under: Like a hidden foundation, it provides elemental support that fundamentally enables the main action in the foreground.

Score: A representation of music that includes melody, harmony, rhythm, dynamics, tempo, and other instructions essential for the performance of a piece of music.

Underscore: A metaphorical use of the typographic symbol’s role of emphasizing the importance of a detail by highlighting it.

Logo & Identity System

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After landing on the moniker of The Underscore, we then needed to make it tangible through association with a visual symbol. And it needed to be more expressive and distinctive than a just a horizontal line (as tempting as that was).

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Execution

Throughout this process, the value of the prefix (The) was called into question, and eventually the cost of its inclusion couldn’t justify its continued existence.

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© MMXXIV Grant Kindrick or the entities represented. All rights reserved. Built with Semplice, hosted on Dreamhost, and typeset in Satoshi. 

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