Objectives
The object of this brand design course project was to identify a relatively prominent (but not overwhelmingly ubiquitous) brand with a tangible product to redesign its visual identity. As a classical piano student from the 3rd grade through high school, I saw an opportunity to apply my design skills and musical passions to the Baldwin Piano Company.
The Challenges
Despite Baldwin's long history as a widely known and trusted piano manufacturer in the United States, their website has no expressed mission or values and no discernible existing brand system. The brand is widespread in homes and has a positive reputation for dependability. The website does not look deliberately designed and the branding on the pianos themselves varies depending on the make and age of the piano.
The Goal
Design a fresh and cohesive visual identity for the Baldwin Piano Company that reflects the brand's values and appeals to an identified target audience.
Development
Target Audience
The prime consumer targets for the new brand are middle-class families looking for an accessible and quality option to practice the piano. These pianos are primarily found in the home, where the prestige and premium value of competitors like Steinway or Yamaha may not be necessary. An adult may have played the piano from a young age or have a child who is learning. These families are more likely to be college-educated.
Thematic Values
The new brand will pay homage to Baldwin's 140-year history of contributing to the musical experience in American households. It will partially appropriate the prestige of concert-level manufacturers and confer dignity and aspiration on pianists in the home.
Design
The Brand
The new Baldwin Piano Company brand is bold, sharp, and refined. The typography combines a sharp, modern serif face with a clean, humanistic sans serif. The abstract logomark combines multiple concepts, including an American flag, a music staff, and a long, progressive historical continuity. The color scheme is a discreet black and white with a touch of soft gold-like yellow.
Applications
The brand was applied in this project to various mockups including a branded piano, letterheads, envelopes, business cards, a sheet music book, and annotation pens.
