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Bēhance

Brand Identity - SongVest

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  • Challenge:
    Create a distinctive logo for the world's only song rights auction house.

    Insight:
    Everyone's got a favorite song. And a favorite song is a powerful emotional channel to someone's favorite memories.

    How it came together:
    I tried to harness that emotional insight and showcase it with one simple mark. The flames represent the passion you feel when you hear an old song you love—coupled with the intensity of a live auction. The guitar is a combination of acoustic and electric models, which pays homage to rock's history, but also suggests the range of songs that have evolved from it. The brashness of the guitar and flames are then balanced by a simpler typeface below, grounding the logo with a sense of solid business and investment.