GOOD V I BE S
PULSE MUSIC THERAPY BRAND BOOK
2
Š Ashley Einspahr This book was made and designed by Ashley Einspahr in the fall of 2012 for the kcai Graphic Design Course, Design Systems, taught by Michael Kidwell. This is a branding project for a hypothetical music therapy center for troubled youth.
the story During my childhood and into my teen years, I constantly felt alone. I was uncomfortable with expressing what I was feeling, because I thought nobody would understand. When I was 14, my father noticed my interest in his vinyl records so he bought me a guitar the following Christmas, also putting me in lessons. I soon found myself glued to that guitar, and a year later, I started a band. Through that guitar, I found peace with myself. Music is such a mysterious tool for our emotions, and I’ve always had a fascination with how easily a simple melody can orchestrate how we feel and move us in inspiring ways. Music has become elemental for life—as something people can live through and express themselves through. I’ve become interested in how this power of music can act as an outlet for troubled youth. Music can give these adolescents a way to escape their troubled minds and personal issues. Pulse aims to help youth, such as myself when I was young, to find music as an outlet for emotions, a way to share passion, and a way to find happiness. — Clark Benson, Founder
4
5
MUSIC IS HOW
FEELINGS SOUND
8
our mission
is to utilize music in a comfortable environment as a unifying force to bring adolescents of different backgrounds and social groups together with music to overcome problems, to promote self-esteem and to express themselves.
9
we value the impact that music can have
on a life. We believe that our teen years can be one of the most confusing stages growing up. We want to help youth through this significant period of growth in a way through music that can help them gain social skills, communication skills, coping skills and interpersonal skills.
10
11
our philosophy is basically summarized in our brand essence: making music, changing lives. We are changing lives through music, and we do so in a laid back, yet inspiring atmosphere.
12
13
PASSIONATE
14
passionate Passion is what draws us to music in the first place. We all have a song that we really feel and can relate to. We become passionate about it. We have favorite bands who sing passionately about something we understand, and that passion makes the music have more of an impact on us. Passion is the core of what makes music so significant and incredible to us. It’s this passion that will drive troubled youth to express themselves and break from their shells. The branding for Pulse primarily focuses on this specific attribute, because it’s what we try to drive out of each person we work with. We want them to find out what they’re passionate about and express that through music. Passionately.
15
INSPIRING
16
inspiring Pulse aims to inspire youth to want to actually overcome their problems in an enjoyable and expressive way through music. We want to show them through our imagery and words how powerful of a tool music can be, during even the worst of times. This inspiring aspect and passion go hand in hand. When seeing another so deeply passionate about something, it inspires others to want to understand and participate. We hope to inspire youth to seek therapy through music, as well as inspire therapists to understand the significance of music therapy.
17
COMFORTABLE
18
comfortable Unlike many therapy centers, Pulse has an extremely welcoming, homey environment. We want our patients to feel safe and comfortable to freely explore music of all types. We also want to give them the option and space to work in complete solitude or corroboratively. Our space looks as though it’s a youth lounge or a home, with used, vintage furniture, rugs, etc. Our staff members also have fun, easy going personalities, so patients can feel comfort in all aspects, rather than intimidated or nervous.
19
20
our audience
is primarily troubled youth seeking an escape through music. We also want to prove to youth counselors and therapists that music can be elemental for a person in need for therapeutic help, and that we have both knowledge and passion to provide this type of therapy.
21
GOOD
22
VIBES
23
visual elements BRANDON GROTESQUE LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MEDDON REGULAR
abcdefghijklmnopqrstuvwxyz 0123456789
TYPEFACES
24
Meddon, the typeface used for the logotype, was chosen to come off as personal and relaxed. It can be tied to somebody writing a song or a poem quickly in a notebook. The type also has a heart monitor-like feel with its swift up and down strokes, connecting it back to the brand name. Brandon Grotesque is used for body text and places that need to be read more easily. This contrasts Meddon with a more light, friendly feel for comfortable reading.
COLOR PALETTE
Pulse primarily uses this bright, pinkish red color which gives off a bold statement. Red and pink are both often associated with passion as well.
PATTERNS
This brand utilizes a variety of rhythmic patterns throughout its system in order to visualize music in a clean, modern way throughout its applications. These patterns can stand alone, or they can overlay imagery and other elements. 25
logo
the brandmark visualizes music
elements showing a progressing beat, or pulse, getting louder or faster. This upwards progression also implies the idea of growth and advancement through music therapy. The different shapes represent transformation through this progression.
26
MUSICTHERAPY
MAKING MUSIC, CHANGING LIVES
After careful consideration, we’ve chosen to name our therapy center “pulse”. This name connects the inner self, relating to the pulsating heart beat, to a musical pulse. The more inspired or passionate we are about something, the more our pulse picks up in excitement. We want our clients to express what’s within through music.
As stated before, the chosen type for “pulse” aims to frame the brand in a more personal, relaxed light. music therapy is added below the name in order to clarify what we do. However, for spaces where this may already be known, this clarification can be interchanged with our tagline.
27
guidelines
MUSICTHERAPY
X
When our signature is placed elsewhere, the space around the type should be equal to the height of music therapy which is evenly aligned to the bottom and right side of “pulse�.
28
CORRECT USES
INCORRECT USES
MUSICTHERAPY
MUSICTHERAPY
MUSICTHERAPY
MUSICTHERAPY
MUSICTHERAPY
MUSICTHERAPY
When applying our signature elsewhere, please take a moment to think about how you apply it relating to our standards. Don’t ever stretch the logo, try to find a different pink or red to use, or add any crazy effects such as drop shadows that will make it hard to read.
29
30
Because Pulse aims to drive the passionate side of music, we’ve decided to make most of our imagery a high contrast, duotone colored in order to increase the beauty and make them more timeless and inspiring. The brand’s patterns can be overlaid with the imagery and carefully paired up so the rhythmic pattern makes sense with the shown musical instrument.
31
The imagery is most often youth taking part in musical activities, showing passion for what they’re doing. The images are generally slightly out of focus, looking as though they were taken with old film. When color imagery is used, it also has this outdated, filtered look. This provides an imperfect, timeless feel that fits well with our comfortable atmosphere.
32
33
EXPRESSION
34
THROUGH SOUND
35
The stationery carries the rhythmic patterns throughout each applications. The reddish-pink and white are highly contrasted, making a bold, memorable statement with a friendly attitude.
36
38
MUSIC THERAP Y
525 E. 18th St. • KC, MO 64111 860.514.7405
goodvibes.org
A typical letter, used to contact therapist, clients, or incoming clients again uses a couple different rhythmic patterns on the letterhead, as well as the contrasting back side.
39
The envelopes that such things would be sent in subtly hint again at the brand’s rhythmic patterns, mimicking the letterhead.
40
41
525 E. 18th St. • KC, MO 64111 860.514.7405
goodvibes.org
MUSIC THERAP Y
CLIENT: Jennifer Owens INVOICE #: 473829 SESSION: 12.06.12–1.06.13 DUE BY: 2.06.13
SERVICE
DESCRIPTION
COST
TOTAL
Audio Evaluation
1 hr. - evaluating music affect
$41.00 p/hr.
$41.00
Lyric Workshop
2hrs. - first lyric workshop
$18.00 p/hr.
$36.00
Solo Consulation
2 hrs. - with Dr. Kasher
$25.00 p/hr.
$50.00
Group Assesment
1 hr. - evaluating comfort with others
$10.00 p/hr.
$10.00
Lyric Workshop
1hr. - second lyric workshop
$18.00 p/hr.
$18.00
Your total for this month is:
155
$
Make all checks payable to: PULSE MUSIC THERAPY For any questions concerning this invoice, call 800-351-6200.
Thanks for keeping the good vibes flowing!
A typical invoice to be sent out the clients. This is visibly different from a standard letter. It’s straightforward by using the patterns more subtly. However, the invoice continues to use Pulse’s lighthearted, easy going language.
42
43
The business cards contrast from the front to back, with the back ranging from a variety of subtle, rhythmic patterns on red so to catch the viewer’s attention. The front side has the brandmark and contact information on white, coming off more subtly to get the information across.
44
45
On the Pulse iPhone app, clients have the ability to upload and listen to music made during their therapy sessions. For the more secluded members, they have the ability to remain anonymous. This app would be available only for clients and supporting therapists. This app can also be used to contact Pulse friends, as well as set up appointments, pay bills, etc.
46
HOME
ABOUT L
ISTEN B
LO G C
ON TA CT
MU SI C TH ER AP Y
CHANGING L IVES
Music therapy is an established health profession in which music is used within a therapeutic relationship to address physical, emotional, cognitive, and social needs of individuals. After assessing the strengths and needs of each client, Pulse provides the indicated treatment including creating, singing, moving to, and/or listening to music to change lives through music.
“INVITATION TO A CLOSET” - ANON YMOUS
The website also has this ability to play selected music. It also digs deeper into what Pulse is all about, and shows progress of the therapy center for therapists to look at for recommending patients. This website utilizes inspiring text on passionate, musical imagery to inspire both therapists and musicians to understand Pulse’s essence.
47
48
Pulse’s t-shirts are styled with more of the rhythmic patterns repeated. These shirts contrast between more graphically heavy styles and a more simplistic styles, so to have options for all types of clients.
49
Pulse owns this vintage volkswagon to be usedused when the group takes trips to small concerts or music workshops for inspiration. The Volkswagon fits well with Pulse’s style, and also has plenty of room to accomodate for many people and/or musical equipment.
50
51
Pulse is located in downtown Kansas City in an old brick building. We chose to locate it in such a location in order to stick with our attribute, comfortable and because it fits our vintage style. Being located downtown, Pulse is more likely to attract a younger age group.
52
53
In order to better get across Pulse’s mission, we’ve created a motion piece to inspire our audience. This piece shows an example of how Pulse inspires and brings music into lives, so that it is really coming from the heart into the music in a passionate way. This is shown through quick, moving illustrations that trace each musician’s body from the general direction of their heart into their instruments. Connecting the human heart to the music also relates directly to our naming concept for Pulse.
54
55
MAKING MUSIC
56
CHANGING LIVES
57