Reposition identity of nonprofit school. EHAS is a contemporary education project that uses music production in a unique and relevant way to excite young people about learning and help them experience success. Using music as a catalyst for education, EHAS builds character, confidence and self-esteem in youth who have typically not thrived in traditional settings.
The original logo emphasized a star-making quality, rather than communicating that EHAS is an education project. The type treatment had a casual or irreverent feel, but stylistically didn't support the cultural direction of the school.
Develop a positive image of the high standards of learning at EHAS which will appeal to various entities but communicate a single initiative.
In researching the cultural aspects of EHAS, consideration was given to students, academic advisors, supporters and potential donors. Equally diverse is the curriculum, but the common thread at EHAS is that music is the cornerstone of the learning environment. Whatever the subject at EHAS, music and the business of music creates an analogy to life and learning that clicks with the students and inspires them to see new possibilities. The music focuses on the hip-hop genre and the students are primarily inner-city youth.
Hip-hop style lettering with graphic representations of education: an open book, an arrow pointing upward. Color palette is derivative of the school's interior. Current graffiti art was emulated to create the up-to-date feel, but executed in such a way to promote a positive image and ensure readability to the uninitiated eye.
Of course, the creative process isn't as simple as drawing a straight line between point A and point B. Below are the logo attempts that didn't make the cut, and the ones that inspired the final design.