Carbone Smolan Agency (New York) created a new visual identity for the Brooklyn Youth Chorus. The new identity, which appears on brand elements ranging from tee-shirts to web applications, was inspired by sound waves and consists of a gender-neutral mark called "Sam" that expresses the passion and talent represented in the chorus. The group performs at such venues as Lincoln Center and Radio City Music Hall.
Based on research and in-depth conversations with the chorus’s founder and dedicated staff, CSA uncovered five brand drivers, which the team built into the new identity and logo. "Sam" represents chorus members, the training they receive, and their unique performances.
With such a wide range of organizations and partners the choir collaborates with, they needed a flexible and impactful brand toolkit. Bright, fresh color and active photography paired with clean type easily translates to promotional materials and the web. The new identity balances sophistication with exuberance, capturing the spirit of the students as they continue to cross boundaries with sound.