BeatsFest
Combination logo that includes a brandmark and a wordmark, a branding concept with typography, a color palette, and logo rules.
Service
Brand Style, Logo Design
Client
College Project
Year
2024
About the Company
Mission:
Beatsfest is a fast-growing, youth-focused, cloud-operated, subscription-based music streaming service with a visionary mission of catering to a young, diverse, active audience.
Personality and Tone of Voice:
Serious but informal. Straightforward and businesslike, but not buttoned up or formal
Deliverable:
Combination logo that includes a brandmark and a wordmark. Simplicity is key. Readability, legibility, and scalability are critically important.
Target Audience
Beatsfest’s target market is a diverse group of music listeners, primarily Generation Z, who were born between 1997 and 2012. However, Beatsfest also has a thriving business among Millennials, people born between 1981 and 1996.
With over 50% of its users under 30, Beatsfest has the most youthful user base compared to other music streaming services. Beatsfest is committed to being focused on younger Millennials, especially members of Generation Z. Beatsfest offers considerable discounts on their premium services to students who can provide proof of active enrollment in college.
Beatsfest’s audience is widespread and includes singles who may have children, young adults attending college, those planning to attend college or in entry-level positions, those who live with their parents, and those who work in the service industry. This audience trusts digital media and is suspicious of traditional media, such as news outlets. They are active and lead exciting, adventurous lifestyles, and they prefer to socialize in large groups.
Psychologically, the target audience is independent in their thoughts but not without some parental intervention. They are technologically advanced, driven, active on social media, and highly involved in teams or groups. This generation is the most progressive regarding race, sexuality, ethics, and sexuality. It celebrates individuality, which causes them to gravitate toward brands that share these inclusive values, views, and aesthetics.
Color Pallet
With the brand’s mission and target market in mind, I started devising an eye-catching, fun, and vibrant color palette. I decided to go with bright magenta and bright mint green as the primary colors and black, white, and hot pink as secondary colors. Since Beatsfest is a streaming service, I wanted to ensure there was still a techy vibe while catering to the target audiences’ preferences for bright, bold, artificial colors.
*All of the colors used are accessibility-forward and have been tested to ensure that people with different types of visual impairments will have a great viewing experience.
Logo Design
During the design process, I honed in on the target audience, visual market research, company information, and accessibility standards to inform my design. BeatsFest’s target audience is a young demographic, with a majority of users under the age of 30. This includes Gen Z and younger Millenials. This audience respects digital media but shies away from more traditional types. They are tech-savvy and spend a lot of time on social media. They live exciting and adventurous lives that lead to active lifestyles. Because of these attributes, I designed the BeatsFest logo font to be futuristic and modern. The square sans-serif font fits well with the digital world this target audience trusts and gives the brand a fresh, new, and progressive image. The image ahead of the wordmark is of a beet resembling a heartbeat with headphones on, giving the logo depth, double meaning, and that fun element that the target audience is looking for.
Describe your image
Describe your image
Describe your image
Rationale
Given that this audience leads active lifestyles, I wanted to give that aspect of their lives a nod with food aligned with health. Music is also widely considered the heartbeat of life to avid music listeners. With BeatsFest’s portable nature, this gives the subliminal message that the music streamed on the platform will fuel their lives (just like beets do!).
In my visual market research, I found that most competitors use bright colors such as magenta or lime green (Apple Music and Spotify). For the logo, I Incorporated a bright beet color and a bright green color to give it some pop and a fun, light-hearted vibe. Another trend I noted among competitors is the simplicity of their logos. All had a wordmark with a symbol they used for their app logo, also known as a combination mark. This aligned with the subtle use of the “BeatsFest beet” as a visual element and separate icon. Beets and heartbeats can also be directly associated as symbols of growth. The resulting logo is a simple combination logo scalable to BeatsFest’s needs.
