A couple of weeks ago, I launched a side project of mine: Chorus Magazine. My regular readers know this already, as I shamelessly promoted it here on the launch date. However, today I’d like to reveal my thought processes behind Chorus the brand and showcase the various design elements that came along with that: logo, print and web.
When my partner-in-crime, Kelvin, and I sat down to discuss what Chorus should be, we were clear on one thing: there is a need not only in our hometown of Edmonton, but everywhere, for a solid musician’s online resource. We wanted to build something that could potentially grow into the Smashing Magazine for musicians, so to speak. With that in mind, I approached the logo design as I would with any other business: I looked at competitors, I looked at my target market, and I aimed to create something that would resonate with the latter.
Chorus is a site for independent musicians, so I wanted the logo to reflect the DIY (do-it-yourself) ethic that indie musicians possess. I also wanted to create a logo that, perhaps, could someday be used on the front of an actual print magazine. Who knows, maybe we’ll get to that point. With that in mind, I decided to go with a logotype with a hand-drawn style. This was the end result:
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