
School of Contemporary Music
Rebranding
Parenti&Co
-
Mandate won on pitch and realized with Parenti&Co: The Branding Studio
Scope: Branding, Guidelines, Signage
Area: School of Contemporary Music
Date: 2022-2023
-
Creative & Artistic Co-Direction, Pitch and Presentation, Conceptual Approach, Visual Identity, Communication Media, Signage
-
- Winner - Red Dot Design Awards - Rebranding Category - 2023
- Winner - Best of Advertising - Branding Category - 2023
- Shortlist - Association Grand - Branding Category - 2023
Case Study Video
Approach
Founded in 1983, the first music school in French-speaking Switzerland to be neither classical nor jazz, was initially dedicated to the study of rock. Over the decades, its teaching has expanded to include all forms of contemporary music. Today, the eMa has almost 500 students and is preparing to enter a new dimension.
Challenge: Because music is not unique. It's multiple and constantly evolving in an infinite number of styles. This visual identity is articulated around a logo whose central part (the letter M in eMa) is declined in a multitude of typographies, reflecting all the diversity of music taught at the school.
Solution: The particularity of this "multilogo", like music, is that it appears differently each time, yet is clearly recognizable through its different variations, whether fixed or animated. Finally, among all the letters M that make up the central part of the logo, there is one that illustrates the transition between eMa's old and new identities. This repetition of the sound wave is a reference to the school's history, to its roots, while marking its evolution towards its new form.










CREDITS
© Project created by Parenti Design: The Branding Studio
CLIENT: École des Musiques Actuelles (eMa)
CREATIVE & ART DIRECTION: Abel Nadin, Elie Kupsc
MANAGING DIRECTION: Lisa Parenti
ICONOGRAPHY & SIGNAGE: Amélie Touchet
MOTION DESIGN: Abel Nadin
ACCOUNT MANAGER: Nathalie Guten
COPYWRITER: Jean Michel Larsen
BRAND STRATEGY: Flavia Engelmann