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 refined the logo and brought a rationale to it’s construction, making it easier to work with in layouts and within a brand architecture.
Logo Refinement
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
ASCAP’s previous logo, introduced in 2016.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was the imbalanced negative space around it, making it hard to scale and place in layouts.
One of the main issues of the previous logo was 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.
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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.
The refinements made their launch in February, 2024 with the release of ASCAP’s mobile app and updated visual language.
The refinements made their launch in February, 2024 with the release of ASCAP’s mobile app and updated visual language.
The refinements made their launch in February, 2024 with the release of ASCAP’s mobile app and updated visual language.
The refinements made their launch in February, 2024 with the release of ASCAP’s mobile app and updated visual language.
The refinements made their launch in February, 2024 with the release of ASCAP’s mobile app and updated visual language.
