Midi
Rebranding the world's most known musical communication protocol
The project was developed in collaboration with Pentagram
MIDI’s new brand identity aims to maximise exposure and adoption of MIDI 2.0. Taking centre stage in the identity, the trademark is inspired by musical forms, such as the Stuttgart pitch, which is an oscilloscope reading of sine waves at a frequency of 440 Hz. The Stuttgart pitch serves as a tuning standard for the musical note of A above middle C, or A4 in scientific pitch notation. A440 has been widely adopted as a reference frequency to calibrate acoustic equipment and to tune various musical instruments.
The logotype also references the shape of Lissajous curves, which are graphs of a system of parametric equations used to describe complex harmonic motion. The finalised design represents a modulation shape between 440 Hz – 880 Hz which is globally recognised as a tone for tuning instruments.
MIDI’s new identity feeds on the interplay between the visual and sonic, creating a suitably iconic logo for the next generation of music makers and music lovers. The MIDI 2.0 visual campaign is based on the heard and unheard, a synesthesia of sorts that visualises sound and vice versa. Sound is sentimental and can be imagined even in the absence of audible clues with unheard outputs such as imagery and motion giving way to soundscapes trained by synaptic communication in our brains that create memories.
Brand identity
Art direction
Motion design
Related projects
Midi
Rebranding the world's most known musical communication protocol
MIDI’s new brand identity aims to maximise exposure and adoption of MIDI 2.0. Taking centre stage in the identity, the trademark is inspired by musical forms, such as the Stuttgart pitch, which is an oscilloscope reading of sine waves at a frequency of 440 Hz. The Stuttgart pitch serves as a tuning standard for the musical note of A above middle C, or A4 in scientific pitch notation. A440 has been widely adopted as a reference frequency to calibrate acoustic equipment and to tune various musical instruments.
The logotype also references the shape of Lissajous curves, which are graphs of a system of parametric equations used to describe complex harmonic motion. The finalised design represents a modulation shape between 440 Hz – 880 Hz which is globally recognised as a tone for tuning instruments.
MIDI’s new identity feeds on the interplay between the visual and sonic, creating a suitably iconic logo for the next generation of music makers and music lovers. The MIDI 2.0 visual campaign is based on the heard and unheard, a synesthesia of sorts that visualises sound and vice versa. Sound is sentimental and can be imagined even in the absence of audible clues with unheard outputs such as imagery and motion giving way to soundscapes trained by synaptic communication in our brains that create memories.
Brand identity
Art direction
Motion design
The project was developed in collaboration with Pentagram
Credits
Client
Type
Website