Basement is a premier karaoke & lounge where people meet, sing, and socialize. We created the tagline Sing, Socialize to tell the story about brand itself. The karaoke is located at one of the five star hotel in Palembang (underconstruction). So to differentiate with the local ktv market that typically flashy, colourful, excessively commercial, and fun , we created an identity that particulary classy to line it up with the hotel's branding. The logo & graphic inspired from the shape of classic studio mic. The use of monochromatic identity is to create a very flexible identity system that is adaptable with the other colours used in the environment and interior for each of the basement karaoke room or retail branches. The use of environmental colour moods could be vary from gold, bronze, or wooden type.