BACKGROUND
International Tuba Euphonium Association (ITEA) is a member association consisting of performers, composers, educators, students and non-professional enthusiasts of the tuba and euphonium musical instruments. While it is currently funded by memberships and donations, the Association is beginning to explore other avenues of potential philanthropic support. I conducted an audit of their brand channels from a strategic perspective, analyzing their logo, quarterly journal, and website. This resulted in a 360-degree rebranding designed to increase confidence and support from potential donors and advertisers.
THE LOGO
The new logo (below, right) represents an evolution: Eliminating the loopy brand mark and over-condensed type of the old logo (below, left), the new logo reconfigures the three components — acronym, brand mark, and full association name — with a uniform geometry and bold line weight. The tuba shape echoes the perfect-circle curvature of the Bauhaus font used for the acronym, fusing with the letter “A” to form a complete instrument and brand mark. The result is more readable at a wider range of sizes, making this new logo more functional across all channels, from print to mobile.
THE JOURNAL
ITEA publishes a quarterly journal for its members. Left: the old journal; right: the new design.
