On September 1, the Royal Scottish Academy of Music and Drama (RSAMD) officially changed its name to the Royal Conservatoire of Scotland, a change with years in the making. The visual identity was created by the Stand in Glasgow who won the assignment in a four-way pitch. It is centered on a mark where bars make up the initials of the institution, signifying its diversity and representing its disciplines. The typeface for the logo-type was costum-made.
The previous logo, a nice mix of typefaces, was introduced a few years. It replaced another, more colourful, logo introduced about a decade ago.
|Logo used by the RSAMD during most of the 2000s.|
Stand have published more information on their work:
Stand set out to create a marque that captured the variety of courses on offer at the Conservatoire. We started by trying to find a constant - a visual link between the disciplines. We found this link in the visual language of multi-track sequencers. Software such as Logic, Final Cut Pro or GarageBand use multiple lanes of information to capture performances. We immediately caught onto the notion of channels (bass, drums, vocals, video, scripts and scenes) representing the various department disciplines - which all come together to form the overall performance - the Conservatoire.
The final marque is a vertical representation of these multi-track lanes, forming the letters R, C and S. This is intentionally discreet. The grid also represents Glasgow - the Conservatoire’s home. Customised serif typography was chosen to balance and soften the geometric nature of the graphic and this sans/serif interplay is applied throughout the brand literature.
As the brand design developed, stakeholders found meaning in different elements of the vertical blocks - each representing a different discipline of the Conservatoire. We believe that the identity means something different to each individual.