Classical California KUSC/KDFC

From Los Angeles to San Francisco, Waking State Design has been designing all branded graphic elements – including creating logos for special programs and occasions, merchandise, fliers, posters, tents, signage and wayfinding – for USC Radio Group events. The events are all focused on “nurturing a love of classical music for all”, and include community-focused large-scale public events, events geared towards younger children, events intended for high-school aged kids, and major donors in both Southern and Northern California.

Brand positioning – a distinct visual language – is developed for each type of event, ranging from the general public, young children, high school-aged kids, and major donors, and each one of these groups have different sensibilities depending upon whether they are in Southern California or Northern California.

These differentiated branded graphics are manifest seamlessly across platforms – print (posters, fliers, brochures, print ads, postcards, etc); digital – web banners and ads, icons; signage and wayfinding – banners, tent graphics, wayfinding posters and signs; and merchandise – t-shirts, mugs, totebags, backpacks, fans and more.

Throughout all manifestations, the core branding maintains consistency in form, typeface and color palette. However the look and feel for each type of event is different. Major donor events, such as the SKY Concert Series in San Francisco and the Music on the Brain event in Los Angeles are elegant, sophisticated, the look and feel appeals to a higher level artistic dialogue. Events for young children, such as the Classical Kids Discovery Days, look and feel more buoyant, fun with a discovery vibe. Events geared for the general public combine a sophisticated sensibility with brighter colors as well as props that invite interaction and learning, such as paper lanterns, beanbag chairs, informational posters, signs with QR codes to download musical programming, and merchandise.