Four memorable and distinctive icons for mission-driven music education brand

Education

Musical U (https://www.musical-u.com/) provides passionate music-learners with the most effective and enjoyable training to set their inner “natural” free and help them reach their true potential in music. OUR MISSION Every human naturally has an innate "musicality": a capacity for music-making and an ability to understand music instinctively. This can be actively developed to enable a wide variety of skills. Not only reading notation and playing an instrument, but also creative, expressive abilities such as composing, improvisation, collaboration and playing by ear. Every music learner is different, and comes to the journey with different backgrounds, strengths and goals - but all share the potential to become a free, confident and creative musician through developing their musicality. Mainstream music education today focuses almost exclusively on instrument and notation skills and expects the inner understanding of music to slowly develop automatically - or not at all. Our mission at Musical U is to put musicality back at the heart of music learning, to enable current and future generations to enjoy their full potential to appreciate, understand, create and express themselves in music. OUR PRODUCTS AND CUSTOMERS Our online musicality courses and membership program teach concrete practical skills which can allow anybody to do the things most assume require "talent" like playing by ear, improvising, jamming, writing music, singing in tune, having good rhythm and more. Our target customer is defined much more by their psychographics (i.e. their attitudes, values, life experience) than traditional demographics. In terms of demographics our customer base and audience range across: - All countries, nationalities, races (English-speaking for now) - All genders - All styles of music - All instruments - Ages 16 and up Though our vision is to have a truly universal impact on music learning, there is a certain type of person who is a great match for our brand mission and values. The most succinct description of the psychographic profile would be: positivity and growth mindset. Other common attributes are: idealistic, sense of humour, relaxed, joyous, loyal, people-oriented, action-oriented, romantic, inclusive, lifelong learner.

We have four pillar beliefs at Musical U, which we are beginning to talk about and showcase as part of our brand. We would like a set of four icons to represent these. USAGE The icons will be used alongside descriptions of the beliefs (provided below), for example on our public homepage - but may also be used standalone, for example as part of a t-shirt design. It's important that the designs are distinctive - meaning, for example, that if we put the one for "universal potential" in some of our training material where it was relevant, our students should be able to recognise "Oh, that's one of those pillars they talk about" without us needing to label it with the words (compared with if it looked like a generic globe or something). VISUAL STYLE We would like designs which can be used in both a one-colour or two-colour form. Our brand colours are #59638C and #F89C41 (e.g. see logo attached) and these colours are almost always used in combination with white, e.g. a visual element in one of those colours on a white background, or white text on a background of one of those colours. So ideally the designs should look good in either one of these colours, and in a form using both colours (or perhaps less saturated versions of the two to provide a slightly softer appearance). THE FOUR ICONS REQUIRED Our four pillar beliefs are: • "Musical Inside And Out" We believe that every person has a natural connection to music and by developing the “inner skills” of musicality anybody can learn to understand music instinctively, find their musical voice and feel free, confident and creative in music. • "Universal Potential" We believe that every music learner is different but all have the potential to become a highly capable musician and feel fulfilled in reaching their own true potential in music. We know that adults and children each have their own advantages in learning, and age is no barrier to fast, enjoyable music learning. • "Better Together" We believe that learning happens faster when it’s done among like-minded friends and with direct access to personal help from experts who genuinely care about your success. We are committed to a spirit of collaboration not competition, and always excited to work with other music educators to the benefit of music learners. • "Enjoying The Journey" We believe learning music is a lifelong journey with endless new horizons to explore. With a flexible approach which nurtures creativity from the start and makes use of the latest breakthroughs in the science of effective learning, this journey can be one of ease, joy and continual improvement.

We're happy to give as much extra input and feedback as is helpful, so please do ask!

Every design category has flexible pricing for all budgets. Icon or button starts at €179.