Client: Oriental Sing Together (China)
Services: Logo design | Branding
Our working relationship with Oriental Sing Together started 10 years ago, when Lanty worked as a vocalist back in China. Their owner, Xiusong Zhou, invited us to re-brand and re-design the logo of OST for their second studio location launch.
Nice, clean logo. Looking good both as an icon or with the text. Thank you so much for finishing it in just few hours and with such short notice.”
Oriental Sing Together is a well-known music studio in the Chinese TV industry. They have a strong relationships with one the highest rated TV stations, Hunan TV and participate in most of big production TV shows from the channel.
In early 2015, Oriental Sing Together launched their second recording studio located next to Hunan TV. The new site is equipped with their brand new world-class stereos and recording equipments. Their oriental and modern interior design style also gives the guests a fresh feeling which is different from all the existing music studios in Changsha.
To match with their new style, OST reconsidered their previous logo. It had a vinyl record clip art as an icon, but its delicate details would be too easy to break if they print it with the carving machine. So when they approached us for a redesign, the guys at Oriental Sing Together had very clear instructions when giving us the task of creating their new brand and identity. They were keen to ensure the brand has a combination of modern and oriental-feeling, has no delicate details and contains some music related elements in the icon.
We kept the black/white/red colour scheme that was used in their old brand. It is also showed in our research as the most common combination of colour used in the music industry, for example, Youtube, Rolling Stone, NME or bands like Green Day, Radiohead etc. However, rather than using very bright red colour, we tweak the touch of red into a slightly darker and steady maroon shade. Oriental Sing Together also it was too edgy to use only the round icon as they logo and it couldn’t show their name clearly, so we recreated another version on an icon + text basis. We both agreed to keep the Chinese handwriting of the company name and use it as the red touch.
In the end, we created a simple icon + text design that would be used in all marketing for the business moving forward. It also fits into the interior details very well. The entire logo was carved and set on their art wall and reception desk; the icon was used on the studio light boxes on its own; the Chinese handwriting was carved on the fence outside.
Below is a selection of the work created for the project.
We created an image with a dynamic and professional tone by using a simplified black and red palette. The logo is inspired by shape of vinyl record, combined with the Chinese handwriting of Oriental Sing Together (東方同歌) in a symbolic Chinese red colour. The new brand was used in the studio’s interior design, art wall, business cards and other promotional material.