Memory and Memory Rebrand

The brief for this project was to rebrand a charity of our choice. As a big music fan I chose to rebrand a music orientated charity, the charity I chose was Music and Memory. The concept behind my rebrand is based on the power that music has when involved with memory. The logo uses a square to represent memory with a M over a corner to represent music, this signifies that the memory is growing or improving from the involvement of music. The logo is then applied to a grid which plots places on which the corners of the logo can change depending on the aspect of the brand that the logo is representing. The points of this grid are based on the brand values.

With this idea of music evoking the memory and the way that people react to music I put a beat concept in to my work. Because the most common beat is a 4/4 beat I used this as it also relates to the number of sides in a square and also the number of lines in a capital M. Using this beat as a base for my branding along with the idea of movement I created a tag line to be applied and varied to my work. This was “Remember Music Remember Me” I chose this because not only does it represent what music and memory does as a charity but it also has a rhythm to it which matches the 4/4 beat.

This tag line is then applied to various aspects of the brand while meeting different brand values based on its location, for example a poster is more personal so you are intrigued and look further in to the brand, but the website is more active with strong facts to get you to make a difference or donation. The tag line is made more personal by applying it to things which people might recognise such as Aerosmiths song “I don’t want to miss a thing” which is usually heard at weddings.

The website also uses the 4/4 structure which has four main sections which each has four pages to it. These are done in a simple and typographic way to be more active (one of my brand values) but also in a way that is non invasive to the viewer (another one of my brand values) as the type of treatment offered by music and memory is non invasive and charity websites tend to be overly busy and over informative which is quite hard to take in as a viewer.