We decided to proceed with a brand refresh instead of a full rebrand, a decision that is appropriate for businesses with a high brand recognition among clients and the general public, and whose logo still represents the company values accurately. The original Soundsations logo consisted of an abstract representation of two LED soundbars, paired with an all-caps sans-serif wordmark. We explored several different designs within this concept, some closer to the original logo and some further away, and we proceeded with a version consisting of one LED light bar flipped sideways to create an abstract shape also reminiscent of a soundwave. We selected Neutraface 2 for the new logotype and set the text in all-caps to maintain consistency with the original identity. The result was a simplified and modernized version of the Soundsations logo that supported brand recognition but better suited the Soundsations brand personality and values.
The next step in the branding process was creating collateral that would determine the look-and-feel of the Soundsations brand identity. We began with a re-design of the Soundsations website, which provided information about the company and allowed customers to book services. We re-imagined the written content from the previous site to explain Soundsations' mission in a consistent tone and persuasively present its services. We created a graphic for the homepage consisting of overlapping angles with Soundsations branded blue, indigo and magenta gradients and a speckled overlay. The final result was a dreamy background, subtly reminiscent of the night sky. We applied this graphic and the gradient angle treatment to other Soundsations print and digital collateral such as a kit folder with stationery, financial and legal documents, tradeshow banners, promotional cards and social media platform graphics.