Bruce Mau Design

Creating a brand that strikes a chord

Regent Park School of Music: Creating a brand that strikes a chord

The Regent Park School of Music (RPSM) provides high quality, affordable music education to youth-in-need, in Regent Park, and other high priority areas in Toronto.

For years, the students had been forced to practice in church basements. But, with a new community centre dedicated to arts and culture, opening its doors in Regent Park, that would soon be a thing of the past. The Daniels Spectrum, formerly the Regent Park Arts and Cultural Centre, would bring dance, theatre, visual arts and music groups together, under one roof.

Within this new dedicated space, RPSM wanted to communicate this new era for the school; not just in the new building, but in the community at large.

BMD worked with RPSM faculty, staff and volunteers to develop an invigorated brand positioning, tone of voice, as well as a new visual identity.

The visual identity brings to life RPSM’s new mandate: Seriously Fun. The vibrant wall art along the school's main corridor, based on musical symbols, is just one expression of the new visual identity.

BMD continues to partner with the school to integrate this identity throughout all media, including the rest of the building, the new logo, and all communications material.

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Music saves lives. It keeps you on a path that leads to other things.

Richard Marsella, Director at RPSM

BMD developed a visual identity consisting of abstract musical symbols and instrumental forms, inspired by RPSM’s new mandate: Seriously Fun.