Overview
CCA is an independent sound studio that specializes in field and studio recording as well as post production sound services for motion pictures. As the owner and I are colleagues, they came to me for a complete overhaul of their logo and branding.
Examples of existing branding
Approach
My particular familiarity with my father's Technics by Panasonic SA-500 FM/AM stereo receiver from my childhood to present began my search for various audio equipment manufactured through the years. Two common elements from these units immediately grabbed my attention. One, many manufactured items from yesteryear were made to last. It's no secret that old household appliances like washing machines and refrigerators demonstrate a use life far beyond most modern versions. My father's receiver is still cranking out tunes today. Undoubtedly, they were designed and made in a time before planned obsolescence wasn't an ethical faux pas. Two, they use various modifications of the extended and condensed Eurostile font in their labeling. Marrying those two qualities, I decided to use that typographic language to evoke the feeling of lasting fidelity both in sound and quality.
Further considering the company name, and after several shake-your-head-in-disapproval moments that attempted to utilize the "cricket" aspect in the design, I decided to focus on joining the creamy and smooth qualities of caramel with graphics evocative of sound engineering and experience.
Initial contrapposto wave graphic with demonstration of how the eye is directed
Logo scale variations for diverse usage
Once the logo was approved, I moved on to animation. I had designed a regular interval of vertical bars in the logo such that they could be used to suggest waves from above and below when animated in sequence. Those bars represent various sliders that control frequency amounts on a sound mixing board.
Evolution of works in progress of Caramel Cricket Audio logo animation
Though I was quite pleased with the yellowed negative space of my design that suggested further evocation of agedness with a slick and contemporary logo design, a new direction in color was made and the project was complete!
Select stills of Caramel Cricket Audio logo resolve.
Final Caramel Cricket Audio logo resolve
Caramel Cricket Audio branding in action.
