Soundstreams

Rebrand

Soundstreams is a not-for-profit New Music organization that curates, commissions and produces the music of living Canadian Composers and artists. For their 40th anniversary, they asked our team to rethink, refresh and renew their brand to increase brand awareness and reach a younger audience. We did this by creating a dynamic brand that can grow and change with their organization, reflecting the movement of the music itself.

Musical Flexibility

Because Soundstreams doesn’t have a specific Genre that it represents, nor does it have a dedicated Venue, it thrives on eclecticism and variety. We wanted to build a brand that was equally eclectic and able to express a large amount of variety.

A Dynamic Brand

We achieved this by creating a logo that flexes and stretches to fix whatever space it needs to. We also wanted to build a brand that expressed the movement and energy that comes from live musical performances. So the logo can appear in a vertical, stacked form, and multiple horizontal forms to accommodate any situation it is required in.

We built the brand around Expressive Typographic Compositions. The goal with these compositions is to express the feeling of movement, energy and dynamism found in music.

While the logo system is variable, we wanted to control the level of variation within the logo to maintain consistency and order. We’ve developed these three logo variations which should be adequate for almost all situations.

Brand Colour

The colours used for this brand are meant to emphasize the sense of energy, flexibility and eclecticism developed by the logo. The colour combination is modern and boundary pushing as the programming itself.

Brand Awareness

Some of the goals of the rebrand were to increase brand awareness and convert one-time audience members into return guests. To do that, we made sure that the Parent Brand of Soundstreams had a strong presence in all applications.

Applications

We made sure that the concept of flexibility and surprise was incorporated into every aspect of the brand from digital applications such as Eblasts, Website and Social Media campaigns to Print material like Show Programs and Stationary, the brand can transform to fit whatever arises.