GOOD V I BE S

PULSE MUSIC THERAPY BRAND GUIDE

Wednesday, November 28, 2012

Music is such a mysterious tool for our emotions. Just a simple melody can orchestrate how we feel and move us in inspiring ways. Music has become elemental for lifeas something people can live through and express themselves through.

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Meet Clark Benson. As a child, Clark really struggled socializing and expressing how he was feeling for fear nobody would understand. His dad noticed his obsession over vinyl records at 14, and decided to buy him a guitar. Soon enough, that guitar became Clarks outlet for what he was feeling. Soon he was starting a band, making friends through music, and putting his emotions into writing passionate music. Later on in life, Clark wanted his experience through music to help others as it helped him. Thus he founded ...

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Pulse.

WHO IS PULSE?

Wednesday, November 28, 2012

so who is pulse exactly? pulse is a music therapy center dedicated to help troubled youth use music as an outlet for their emotions.

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our mission is to utilize music in a comfortable environment as a unifying force to bring adolescents of different backgrounds and social groups together with music to overcome problems, to promote self-esteem and to express themselves.

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we value the impact that music can have on a life. We believe that our teen years can be one of the most confusing stages growing up. We want to help youth through this signicant period of growth in a way through music.

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our philosophy is basically summarized in our brand essence: making music, changing lives. ...... We hope to do this by being...

PASSIONATE

Wednesday, November 28, 2012

Passion is what draws us to music in the rst place. We all have a song that we really feel and can relate to. We have favorite bands who sing passionately about something we understand, and that passion makes the music have more of an impact on us. Passion is the core of what makes music so signicant and incredible to us. Its this passion that will drive troubled youth to express themselves and inspire others to do the same. which brings me to our next attribute...

INSPIRING

Wednesday, November 28, 2012

Pulse aims to inspire youth to want to actually overcome their problems in an enjoyable and expressive way through music. We want to show them through our imagery and words how powerful of a tool music can be, during even the worst of times. When seeing another so deeply passionate about something, it inspires others to want to understand and participate.

COMFORTABLE

Wednesday, November 28, 2012

Unlike many therapy centers, Pulse has an extremely welcoming, homey environment. We want our patients to feel safe and comfortable to freely explore music of all types. We also want to give them the option and space to work in complete solitude or corroboratively.

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our audience is primarily troubled youth seeking an escape through music.

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We also want to prove to youth counselors and therapists that music can be elemental for a person in need for therapeutic help, and that we have both knowledge and passion to provide this type of therapy.

WHATS OUR STYLE?

Wednesday, November 28, 2012

TYPE CHOICES

BRANDON GROTESQUE LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

abcdefghijklmnopqrstuvwxyz 0123456789
Wednesday, November 28, 2012

MEDDON REGULAR

Meddon, the typeface used for the logotype, was chosen to come off as personal and relaxed. It can be tied to somebody writing a song or a poem quickly in a notebook. The type also has a heart monitor-like feel with its swift up and down strokes, connecting it back to the brand name. Brandon Grotesque is used for body text and places that need to be read more easily.

COLORS + PATTERNS

Wednesday, November 28, 2012

Pulse primarily uses this bright, pinkish red color which gives off a bold statement. Red and pink are both often associated with passion as well. This brand utilizes a variety of rhythmic patterns throughout its system in order to visualize music in a clean, modern way throughout its applications. These patterns can stand alone, or they can overlay imagery and other elements.

BRANDMARK

Wednesday, November 28, 2012

the brandmark visualizes music elements showing a progressing beat, or pulse, getting louder or faster. This upwards progression also implies the idea of growth and advancement through music therapy. The different shapes represent transformation through this progression.

NAMING CONVENTION

MUSICTHERAPY

Wednesday, November 28, 2012

By naming our therapy center Pulse, were connecting the inner self, relating to the pulsating heart beat, to a musical pulse. The more inspired or passionate we are about something, the more our pulse picks up in excitement. We want our clients to express whats within through music. Connecting their pulse within with a musical pulse externally.

MAKING MUSIC, CHANGING LIVES

LOGOTYPE

MUSICTHERAPY

MAKING MUSIC, CHANGING LIVES

Wednesday, November 28, 2012

As stated before, the chosen type for pulse aims to frame the brand in a more personal, relaxed light. music therapy is added below the name in order to clarify what we do. However, for spaces where this may already be known, this clarication can be interchanged with our tagline.

STAGING AREA

MUSICTHERAPY

Wednesday, November 28, 2012

When our signature is placed elsewhere, the space around the type should be equal to the height of music therapy which is evenly aligned to the bottom and right side of pulse.

CORRECT/INCORRECT USES

CORRECT USES

INCORRECT USES

MUSICTHERAPY

MUSICTHERAPY

MUSICTHERAPY

MUSICTHERAPY

MUSICTHERAPY

MUSICTHERAPY

Wednesday, November 28, 2012

When applying our signature elsewhere, please take a moment to think about how you apply it relating to our standards. Dont ever stretch the logo, try to nd a different pink or red to use, or add any crazy effects such as drop shadows that will make it hard to read.

IMAGE TREATMENT

Wednesday, November 28, 2012

Because Pulse aims to drive the passionate side of music, weve decided to make most of our imagery a high contrast, duotone colored in order to increase the beauty and make them more timeless and inspiring. The brands patterns can be overlaid with the imagery and carefully paired up so the rhythmic pattern makes sense with the shown musical instrument.

IMAGE TREATMENT

Wednesday, November 28, 2012

The imagery is most often youth taking part in musical activities, showing passion for what theyre doing. The images are generally slightly out of focus, looking as though they were taken with old lm. When color imagery is used, it also has this outdated, ltered look. This provides an imperfect, timeless feel that ts well with our comfortable atmosphere.

WHERES OUR STYLE USED?

Wednesday, November 28, 2012

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can be used on stationery... The stationery carries the rhythmic patterns throughout each applications. The reddish-pink and white are highly contrasted, making a bold, memorable statement with a friendly attitude.

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A typical letter, used to contact therapist, clients, or incoming clients again uses a couple different rhythmic patterns on the letterhead, as well as the contrasting back side.

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The envelopes that such things would be sent in subtly hint again at the brands rhythmic patterns, mimicking the letterhead.

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A typical invoice to be sent out the clients. This is visibly different from a standard letter. Its straightforward by using the patterns more subtly. However, the invoice continues to use Pulses lighthearted, easy going language.

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The business cards contrast from the front to back, with the back ranging from a variety of subtle, rhythmic patterns on red so to catch the viewers attention. The front side has the brandmark and contact information on white, coming off more subtly to get the information across.

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On the Pulse iPhone app, clients have the ability to upload and listen to music made during their therapy sessions. For the more secluded members, they have the ability to remain anonymous. This app would be available only for clients and supporting therapists. This app can also be used to contact Pulse friends, as well as set up appointments, pay bills, etc.

HOME

ABOUT L

ISTEN B

LO G C

ON TA CT

MU SI C TH ER AP Y

CHANGING L IVES

Music therapy is an established health profession in which music is used within a therapeutic relationship to address physical, emotional, cognitive, and social needs of individuals. After assessing the strengths and needs of each client, Pulse provides the indicated treatment including creating, singing, moving to, and/or listening to music to change lives through music.

INVITATION TO A CLOSET - ANON YMOUS

Wednesday, November 28, 2012

The website also has this ability to play selected music. It also digs deeper into what Pulse is all about, and shows progress of the therapy center for therapists to look at for recommending patients. This website utilizes inspiring text on passionate, musical imagery to inspire both therapists and musicians to understand Pulses essence.

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Pulses t-shirts are styled with more of the rhythmic patterns repeated. These shirts contrast between more graphically heavy styles

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and more simplistic styles, so to have options for all types of clients.

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Pulse owns this vintage volkswagon to be used when the group takes trips to small concerts or music workshops for inspiration. The Volkswagon ts well with Pulses style, and also has plenty of room to accommodate for many people and/or musical equipment.

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Pulse is located in downtown Kansas City in an old brick building. We chose to locate it in such a location in order to stick with our attribute, comfortable and because it ts our vintage style. Being located downtown, Pulse is more likely to attract a younger age group.

Wednesday, November 28, 2012

In order to better get across Pulses mission, weve created a motion piece to inspire our audience. This piece shows an example of how Pulse inspires and brings music into lives, so that it is really coming from the heart into the music in a passionate way. This is shown through quick, moving illustrations that trace each musicians body from the general direction of their heart into their instruments. Connecting the human heart to the music also relates directly to our naming concept for Pulse.

Wednesday, November 28, 2012

In order to better get across Pulses mission, weve created a motion piece to inspire our audience. This piece shows an example of how Pulse inspires and brings music into lives, so that it is really coming from the heart into the music in a passionate way. This is shown through quick, moving illustrations that trace each musicians body from the general direction of their heart into their instruments. Connecting the human heart to the music also relates directly to our naming concept for Pulse.

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MAKING MUSIC, CHANGING LIVES

Wednesday, November 28, 2012