A video showing the story behind the Guelph Chamber Choir logo. Huge thanks to Steve Brown for the sound and voiceover.

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A sample poster designed as part of the rebranding. My idea here is to capture the experience of choral music, rather than being literal about showing instruments or performers, creating a more contemporary look. Of course, because of the pandemic, all live performances are on hold.

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Guelph Chamber Choir

Early in 2020, I was commissioned to develop a new brand for Guelph Chamber Choir for their 40th anniversary year. I attended a rehearsal and looked at the results of their stakeholder visioning, which emphasized the role of the Choir in building community.

I looked to musical notation for inspiration and was struck by the common-C, the symbol for 4/4 common time. “Common” also means “of the people,” as in “the commons.” Because it also starts with C, I thought it would be a perfect starting point for the logo.

I extended it into a spiral to evoke sound waves or ripples. It also resembles the @-symbol, used to communicate location. And, finally, I added a swash at the end to make it look like the letter G.

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For the wordmark and accompanying typography, I used the new sans-serif Plak Neue, based on 1930s poster typography by Paul Renner. Note the stylized lower-case R, which echoes the musical notation referants used in the logo.

The Guelph Chamber Choir logo was unveiled as part of an exhibition, which I also designed, at the Guelph Civic Museum.

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I designed a sub-brand, SingOut, the Choir’s outreach program, and a masthead for TuneIn, their e-newsletter.

Screen capture of TuneIn, the GCC newsletter

Overview of Projects

Hillside HomesideLogo Design

Jaywalking GuelphLogo Design

Guelph Film Festival 2020Illustration and Design

Book*hug PressBranding

Meat and Poultry OntarioGraphic Identity

TreeTrustLogo Design

The Better BallotEthical Elections Campaign

Dear Current OccupantBook Cover Design

Guelph MuseumsCommunications and Exhibit Design

Guelph DancePromotional Design

SuperJuicingBook Design

Art Gallery of GuelphLogo and Identity

Sol BeautyBranding

River Run CentreCommunications

Hillside FestivalPromotion Design

Thomas VideoLogo Design

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