Mozingo Music is a long-time client and my familiarity with their brand was extensive, to say the least. I’d been eager to recommend a brand redesign…and, for owner Jeff Mozingo, the St. Louis Music Store’s 40th Anniversary brought the perfect timing and the perfect opportunity. This was an exercise in brand development and redesign, but an exercise in brand equity management as well.
So to begin: the orginal logo. An update that had been around for approximately 6 years:
The “complaints” surrounding this logo were mainly on it’s inability to effectively communicate the basic impression that almost everyone gets the minute they walk in the front door of Mozingo Music: Fun. Friendly. Energetic. Welcoming. The staff used words like “serious” and “stuffy” and “conservatory” to describe the message sent by the existing logo.
Off we go. Mind Map:
after the initial stages were complete…I proposed 4 seperate directions/concepts:
1. The “Staff” Concept: A bit of an homage to the existing mark…this concept featured the 5 lines of a staff, coiled like a guitar string, paired with a brand new custom wordmark that placed considerably more emphasis on the “Mozingo” over the “Music”.
2. The “Maze” Concept: Music and musicianship are a never-ending journey. The “Maze” concept blended the “staff” idea into one continuous stroke that started/ended at opposite ends of the logo. A customized, lighter-weight wordmark was chosen to support nature of this logo.
3. The “Note” Concept: Borrowing a portion from earlier sketches of the “M” letterform…the “Note” concept featured an abstract quarter note with a swift “zig zag” energy. This logo brought more energy and playfulness to the bold custom typography also seen in the “Staff” version.
4. The “Signature” Concept. A hand-drawn, fully custom, totally original approach to a perfectly memorable name. While this approach quickly eliminates the need for a “logo” to live above it…it boasts a beautiful “M” letterform, rich with movement, that lives perfectly as a separate element that can be used to expand and extend the “signature” beyond the confines of the usual typographical approach. For this reason…it was the hands-down winner!
final step. we closed up the “g”, just a bit, for improved readability: