Featured Identity: A Logo That Performs.

One of my most appreciated identities is the one created for American Studio Orchestra. It couldn't be another cliché treble clef, violin scroll, or a bunch of notes on a staff—it had to transcend modern orchestra branding.

Since ASO presents a multitude of concerts with different themes, the logo elements had to be visually strong enough to serve as motifs to reinforce the brand in any advertising elements.

ASO Lingua Terra typography
ASO Lingua Terra typography

There Will Be Words. Prepare for Them.

Anything to complement a logo can often compete with it. If the logo is solid enough, it'll hold up under most day-to-day abuse.

There has been plenty of interplay between the ASO logo and evocative typography—effective elements alongside each other have created a seamless branding opportunity.