Words and Music, Made to Order™
the brief
The Song Factory, by singer/songwriter and guitarist Benjamin Berman, is a unique service that provides custom-made music—written, produced, and recorded to fit any occasion.
It needed a new logo and a new look to officially launch.
While Ben writes in many genres, where he really shines (and what he enjoys most) is good old-fashioned 70’s British Invasion rock ‘n’ roll. So, I wanted the new look to rock…but still be flexible enough to be genre-agnostic.
The old look
Ben liked this image of a factory, and had been using it as a logo. While it is charming, it doesn’t work as a logo because it is fairly complicated, and it also doesn’t communicate the “song” part of “The Song Factory” in any way. He knew he wanted to keep this image, but I wanted to make it work as a logo.
The typeface on the website was gentle Josefin Slab, which conveys bespoke luxury and appeals to a higher-end market…but doesn’t exactly rock.
The new look
I kept the original factory image as a silhouette, and added a Stratocaster cutout to communicate music on Ben’s main instrument, the guitar. The factory remains legible as such, and the uneven lines preserve the hand-drawn charm of the original.
Taking visual inspiration from album cover art from the golden age of rock and roll, I chose a deep maroon for the main color and Futura/Futura Compressed for the main typefaces. The sans-serif still looks high-end but in a more vibrant, energetic way; the maroon has a bolder look and is more of an eye-catching statement.
Ready to Rock
We also worked on a new website that is more user-friendly and customer-oriented. A streamlined homepage and integrated FAQs section will make the experience smooth and visually intriguing.
