The goal of this project was to redesign the brand identity of the Baldwin Piano Company, which had no style system or stated mission. It involved constructing original values and a mission from its existing promotion and history, and then a new logo, color palette, and typeface set.
The new brand identity was the product of multiple weeks of in-depth market research, target audience analysis. The final logo mark was selected and refined from an initial array of 25 sketches. The new system of logos, type, and color serve to convey a sense of the company’s history, refinement, and earned reputation as a household name for American pianists, young or old, professional or personal.
