IntantoCanto, a modern music's Choir (Helvetic Music Institute (HMI)) founded in 2007 in Bellinzona.
The main challenge was to find a brand identity that could fit every (very) different personality and desire of thirty singers. The difficulty laid in the heterogeneous choir's perception and in the absence of an orientation to a unique musical genre: the choir performs pop, rock, jazz, blues, R & B and gospel songs.
Compromise was my answer. Create a logo with a Jazz flavor and a verbal identity that were neither too serious nor too frivolous, neither too amateur nor too professional, neither too elegant nor too whimsical.