Grooveschool was launched in 2012, and runs DJ workshops for disadvantaged youngsters, and also allows them the opportunity for them to participate in live performances. The group is based in London and works with many young people across the capital, but they also hold workshops globally.
Mark Studio was asked by the group to refresh their branding and create something “bold, timeless and iconic”, says creative director at the studio, Mark Lester.
The focus of the new rebrand is the idea of “play”, says Lester, and is designed to appeal to a wide range of audiences, taking in the teenagers the group works with along with additional public and private sector organisations.
The previous branding consisted of a logo made up of geometric shapes in various colours and a wordmark that blended into each other.
“[Grooveschool] plays with sound and frequency, so a playful identity felt right. It reflects what [the organisation] does. We have kept it simple,” Lester says.
Record needles and clubland graphics were deliberately avoided by the studio during the rebrand Lester says to avoid field cliches while also making sure the group stands out from their competitors.
The studio have created a typographic brand with an animated wordmark, which is inspired by “vertically shifting fader levels” found in DJ equipment.
The logotype has been adapted from a variety of condensed fonts which included sans-serif Tungsten Condensed, which Lester says he feels mirror the columns that are seen on a volume fader.
The intention of the logo is to be “flexible” and “constantly evolving”, as each letter that forms the wordmark can be moved vertically.
The sans-serif typeface Engschrift has been used for body content found online such as on the organisations website.
Grooveschool have also worked with the studio to develop the new strapline “Let the music play” while also choosing a selection of music related words to use on assets and merchandise, such as the word “notes” displayed on a notebook.
“If you take [the words] out of context, you can twist [their meaning]. For example, the word ‘gain’ is about gaining knowledge, but it is also specific lingo from the field. We are trying to keep it quite light and witty,” says Lester. Gain is a method used by DJs to amplify signal.
The studio used a black and white palette which has been chosen to keep the branding “bold, fresh and clean” although they also say that there is scope for movement on this to add colour in the future.
The brand has already rolled out across digital and print touchpoints, merchandise and communications materials. The studio is also working on an updated website for Grooveschool.
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