Chosen Instrument Productions is an urban youth focused, not-for-profit music organization that is passionate about using music to convey a positive message. Through the creative and recording processes of Spoken Word, Hip Hop, Rock and Gospel music, Chosen Instrument aims to foster a positive atmosphere that allows artists to express themselves in ways that serve to better themselves, their community, their peers and others. The organization’s name is taken from the Biblical verse Acts 9:4, “…the Lord said to him, ‘Go, because this man is my chosen instrument to carry my name before the gentiles and kings and the people of Israel.’”
The name "Chosen Instrument Productions" was derived from the Book of Acts.
My Approach
INTENT
Chosen Instrument needed a brand mark that conveyed the powerful and uplifting impact that consciously positive music can have on urban youth. The logo would need to express urban edge, musicality and spirituality in a manner that appealed to and carried honest meaning for the youth the group is targeting while also maintaining enough professional sensibility to convey the same message and emotion for a more corporate audience of potential donors and funders.
Sketch and final form of the "Winged Note" icon
FORM
Through numerous sketches, an icon was arrived at that would work as a catalyst to inform the final logo as a whole. Taking the familiar form of a musical note to create an obvious visual association with what the group literally does, the “Winged Note” was also crafted to propel Chosen Instrument’s deeper purpose of utilizing music as an uplifting force. Visually and literally, wings convey flying and rising; in this case rising above the turmoil and trappings that unfortunately face many urban youth. On a more spiritual and philosophical level, the wing here symbolizes heavenly things and the grace to overcome obstacles and adversities.
Stylistically, the icon was created to be edgy and kinetic, implying the energy of youth and unrefined urbanism. The main type was set in Kaligraff, a graffiti font with slightly Middle Eastern leanings that perfectly complimented this style. The supplementary text was set in Justinian in a subtle thematic nod to the ancient text from which Chosen instrument’s name derives and to aesthetically achieve typographic balance with the hand-drawn and forceful style of the primary type. These elements were all delicately arranged to create a unified whole for the logo, with special care given to making the icon an only slightly bolder extension of the main text. The logo form stands as a harmonious marriage of urban style and spiritually positive symbolism.
The Chosen Instrument logo in vertical and horizontal formats
COLOR
A two-color scheme was developed with lofty thematic concepts and easily applicable brand intentions. The logo would singularly be set in “Chosen Amber” (Pantone DS 22-1C). Biblically associated with God’s glory and fiery passion as referenced in Ezekiel 1:27, amber is a color that emotes vibrant energy. The striking hue works thematically and intentionally, carrying color symbology reflective of the organization’s mission while also practically shouting for the attention of a visually oversaturated youth demographic.
"Chosen Blue" & "Chosen Amber"
The second color in the scheme is “Chosen Blue” (Pantone 548). While not utilized for the primary logo, the blue would be implemented in brand collateral as a compliment to the amber, most pointedly in the form of the alternating Winged Notes as brand imagery. Beyond its obvious associations with heaven and heavenly things, blue also has a strong association with the commandments of God and their constant importance (Numbers 15: 38-40). Outside of the Biblical symbolism, blue traditionally represents peace, calmness, loyalty and faith and aesthetically serves to temper the vividness of the Chosen Amber.
The alternating "Winged Notes" serve as reinforcing brand imagery
View more of the Chosen Instrument identity design on my Behance Portfolio.
If you’d like to see how my approach can benefit your organization, get in touch.