umanità Chorale Logo Overview

At the literal level, the logo presents the four figures representing SATB voice parts. The “bodies” of the singers are in the shape of a “U” and intersect one another to form the “trademark” image. The text or “logotype” name of the group is rendered in a classic font (Didot) in a lowercase treatment.

At the deeper level, the figures are rendered in a way indicating movement or animation. They are positioned in a configuration with a pattern that is not static and is repeated without being repetitious. They are organic in form, as opposed to being geometrically rigid. They overlap to show collaboration and at the intersections of the individuals reveal light and color. The visual message indicates corporate music making is organic and filled with liveliness and surprise. The name is rendered in a classic font, beautiful in proportion, and is composed of various stroke weights – both thick and thin. It is presented in all lowercase letterforms to break the formality and give it a more approachable or friendly appearance. The underlying message is that choral music is not purely for spectators but should invite and draw the listener closer to the singer. 

Some may see these meanings, and some may not see beyond the literal level. I love to create logos that leave room for discovery and interpretation. It brings life to the brand and offers deeper connections to the viewer.  

Joseph Rattan, designer