Case Study: Rebrand of RSAMD to Royal Conservatoire of Scotland

By The Drum Team | Staff Writer

Stand

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RSAMD article

September 9, 2011 | 2 min read

Last week, the former Royal Scottish Academy of Music and Drama rebranded to become the Royal Conservatoire of Scotland, with a new marque created as part of the process.

Glasgow design agency Stand took on the brand design brief following a four way pitch, as the client wished their new moniker to reflect the disciplines on offer at the academy.

The brief tasked the agency with creating a marque which would link the different stands to make a whole, while also capturing the idea of movement and energy, while retaining its traditional focus while added ‘a modern edge to reflect the unique status of the organisation’.

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The marque was designed with the aim of capturing the variety of courses on offer at the Conservatoire, with the agency seeking a constant to link the disciplines.

“We found this link in the visual language of multi-track sequencers,” explained Colin Bennett, senior designer for Stand. “Software such as Logic, Final Cut Pro or GarageBand use multiple lanes of information to capture performances. We immediately caught onto the notion of channels (bass, drums, vocals, video, scripts and scenes) representing the various department disciplines - which all come together to form the overall performance - the Conservatoire.”

Bennett added that the final marque is a vertical representation of multi-track lanes which form the letters R, C and S.

“This is intentionally discreet. The grid also represents Glasgow - the Conservatoire’s home. Customised serif typography was chosen to balance and soften the geometric nature of the graphic and this sans/serif interplay is applied throughout the brand literature,” he continued.

The brand design is currently being rolled out across various communication and promotional materials (see gallery.)

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