Responses by Hyper Beau.
Background: As the world of classical music is undergoing a huge transformation, this was an exciting project to redefine radio within digital entertainment and place All Classical Radio at its heart. The purpose of the project was to create a brand that would reflect the spirit and programming on and off the air of All Classical Radio; ensure the visual identity would create impact in the competitive digital entertainment space; and honor the multifaceted nature of the radio station’s programming, hosts and initiatives in one cohesive design system. All of this had to be done in a way that would supercharge love for the station within its existing core audience and attract new listeners and supporters.
Design thinking: As with all complex challenges, our goal was to simplify as much as possible. We created an open and flexible design system that would work across a variety of applications, including print, digital, architecture, books, fundraising campaigns, content promotion and merchandising. The logo is reduced to a hardworking, single C symbol, simultaneously conveying a multitude of ideas that are unique to the station: from sound waves, performance and audience to culture and community. This makes it easy for everyone to find something to connect with in the design.
Challenges: From a collaborative perspective, this was an unusually unchallenging project. As an inherently creative business, All Classical Radio understood that for creatives to do their best work, we needed to be trusted and given the space to wander.
Favorite details: We are most proud of the use of color in both the logo and the system overall. We were really inspired by French artist Robert Delaunay and his discovery around color contrast, specifically how colors compliment each other in a way that creates emotional effects as well as rhythm, motion and depth. The colors we put together in the logo are truly unexpected, mixing earthy tones with high-intensity corals, lime and Yves Klein blue. They are brave, weird combinations that feel fresh and dynamic, yet timeless.
Visual influences: We took inspiration from Delaunay’s early abstract work for his use of color as well as classical music vinyl design from the mid-20th century. Our pragmatic, minimal approach to type was inspired by Swiss modernist typography, which we brought to life using the Linetto font Circular to echo the circle of the logo.
Specific project demands: As All Classical Radio is a publicly funded nonprofit organization, there were budget constraints that informed our design. We needed simple, economic solutions to bring the art direction to life. So, we created a free image library that conveys the multitude of emotions expressed in classical music by using abstract art, nature and architecture.