ASCAP

ASCAP is the leading performance-rights organization in America, serving over 950,000 members. In 2016, ASCAP underwent a logo redesign to attempt to modernize their identity, but the logo that was introduced lacked intentionality. While working in-house as a Product Designer, I proposed refinements to the logo to bring a rationale to it's construction, making it easier to work with in layouts and within a brand architecture.

Logo Refinement

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

ASCAP’s current logo, introduced in 2016.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

One of the main issues of the current logo is the imbalanced negative space around it, making it hard to scale and place in layouts.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

When assessing the wordmark, the “s” was noticeably narrower than it’s neighboring letters, making it stand out.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

To refine the symbol, it was redrawn using shared geometry from it’s neighboring “a” to create harmony within the logo lockup.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The symbol’s evolution is subtle but adds a more organic shape to the note.

The refined note elevates the brand for it’s upcoming mobile app.

The refined note elevates the brand for it’s upcoming mobile app.

The refined note elevates the brand for it’s upcoming mobile app.

The refined note elevates the brand for it’s upcoming mobile app.

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The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.

The new design rationale extends to bring order to the brand architecture as primary and secondary logo lockups are defined.