Background.
MSPA, or Midtown School of Performing Arts, was in the process of launching one program in particular to function more independently. A unique logo is one of the first steps to marketing something as its own entity, and Bounce'n Beethovens needed something light, fun, and kid-friendly. As described on the site, Bounce'n Beethovens introduces children to a variety of music styles including jazz, rock, classical, children's music, and more... [the] program is high energy, full of fun and lots of laughter!"
Inspiration.
Intention behind typographic selection was the starting point. The letters needed to appear buoyant, tying back to the bounce in Bounce'n Beethoven. The bubble letters are informal and brightly colored to appeal to young children. The second logo needed to be a more upscaled option. It features a "B" that forms a keyboard.
Process.
The letters of option one were altered in illustrator, with added borders, highlights, and type treatments. Originally, its colors were too muted; brightening them up better catches the eye. Second, the "B" masks the keys of the piano; stylized letters, along with the keyboard mark, allude to the brand's purpose. I discussed the correct grammatical approach with both the client and supervisor when pitching the idea, but it was already branded this way.
Result.
The keyboard mark could live on its own, coming to represent Bounce'n Beethovens on merchandise and media independently. A logo serves its purpose best when it describes the service of its brand and its target audience. Both of these achieve this.