One of the key drivers in the new branding system was representing the many genres of music supported by the organization through an extensive color bar. Elixir created a genre code for each color, meticulously followed for all online and print communications. A new color scheme for the building was also incorporated, with an attractive new red exterior.
Inspired by the organization’s rich history and home-spun calendars from the 70s and 80s (image below), the updated newsletters feature original illustrations from Bay Area artists, printed on a rotation of standard colored paper stock.
With our philosophy of building on a brand’s existing merits, the typography for the organization was heavily inspired by the old-school changeable and molded marquee letters utilized for the facade. The logotype, on the other hand, used letterforms designed by Vocal Type – known for typefaces honoring civil rights era protest signs.
