Following a four-way pitch, Stand were delighted to be awarded the brand design brief for the creation of the new brand marque for the Royal Conservatoire of Scotland (formerly Royal Scottish Academy of Music and Drama). The name change was borne out of a requirement from the organisation to reflect the full disciplines the academy now offer.
The brief was to create a marque that would:
• Link to the concept of different strands making up the whole
• Capture the idea of movement and energy
• Keep traditional focus/heritage with a modern edge reflecting the uniqueness of the organisation.
Stand set out to create a marque that captured the variety of courses on offer at the Conservatoire. We started by trying to find a constant - a visual link between the disciplines. We found this link in the visual language of multi-track sequencers. Software such as Logic, Final Cut Pro or GarageBand use multiple lanes of information to capture performances. We immediately caught onto the notion of channels (bass, drums, vocals, video, scripts and scenes) representing the various department disciplines - which all come together to form the overall performance - the Conservatoire.
The final marque is a vertical representation of these multi-track lanes, forming the letters R, C and S. This is intentionally discreet. The grid also represents Glasgow - the Conservatoire’s home. Customised serif typography was chosen to balance and soften the geometric nature of the graphic and this sans/serif interplay is applied throughout the brand literature.
As the brand design developed, stakeholders found meaning in different elements of the vertical blocks - each representing a different discipline of the Conservatoire. We believe that the identity means something different to each individual.