Client
Suc Song Moi Bamboo Music
Sector
Music, Social Enterprise, Arts & Culture
Year
2022
Scope of Work
Brand Identity Design, Consultation, Creative Direction, Art Direction, Digital Design
Team
Creative Director: Danh Pham
Strategy Director: Hien Nguyen
We had a chance to meet to work with Suc Song Moi (SSM) team during the preparation for an online fundraising concert for a social enterprise in 2021. Fast forward to February 2022, when SSM decided to step up their game, we eventually had the chance to discover our mutual visions for Vietnamese cultural products.
SSM inspired us with their vision to develop and bring Vietnamese cultural art to young people and the world. We have always believed that culture shouldn't be reserved but developed because they're not mummified corpses but living entities.
Our creative vision for SSM is to breathe into it both traditional and youthful feelings because it should attract not only traditional audiences like the music connoisseurs and tourists who love Vietnamese cultural music. It aims to attract the young generation who can develop this branch of music and keep it alive.
From our discussion, we bolted down to 3 less predictable symbols that embody the vision and ambition of SSM and speak for their core product.
— the bamboo forest represents abundance, collective strength, and flexibility
— the beam of light signifies SSM as a hidden gem ready to be polished and radiated
— the shapes of the bamboo instrument and the rhythm inspire the arrangement of the logo
Thus, the final render of the brandmark was born, rhythmic like the bamboo music and radiating like the morning sunlights.
And since culture perpetuates, we want the SSM brand to be dynamic and ever-changing. Thus, every aspect of the brand identity should reflect this spirit.
We developed a diverse colour palette to reflect the dynamic energy of the SSM team: creative individuals but form a collectively harmoniously team. These colours combine to create gradient variants to represent different combinations in various compositions. Moreover, the brand elements/patterns can express motion even when existing as still images.
What's more? We developed sub-brand identities based on different scale systems for individual products of SSM. The three products draw on the heptatonic scale (seven-note), pentatonic scale (five-note), and chromatic scale (twelve-note). Each represents the mother brand, the ensemble (smaller performance group), and the orchestra (big performance group).
With this new brand, SSM Bamboo Music will confidently embark on the journey of developing and spreading Vietnamese culture to the world. Anyone who loves cultural art should keep an eye on them, and maybe there's a time you'll be sitting in one of their amazing concerts.