Logo history

BRIEF HISTORY

Choral Arts New England began in 1985 (more or less) as the Alfred Nash Patterson Foundation. Almost from the beginning there was a desire to establish a graphic identify (minutes of several meetings over the years include a call for a distinctive logo), but nobody came up with a good logo, The organization's stationery still features a design with five lines, like music manuscript paper.

This manuscript paper look was also used in brochures and advertising materials as the organization got started (see the attached cover of the old tri-fold brochure). It is also found in the banner of the print newsletter (attached below).

The other significant existing graphic identity was added when the website (http://www.choralarts-newengland.org/) was created, in 2002. Jag Patel created the site, undoubtedly with advice from Kelly Powell, a designer and wife of then-Chair Bob Farrell. That design, which I have also attached, is the simple treble clef to the left of the words "Choral Arts New England".

Like the manuscript paper design, the treble clef web logo evokes written music. In a way, they are complimentary — one has the staves, the other, the clef! (though, of course, choral music uses more than just the treble clef).

REQUIREMENTS

1. The logo must instantly convey that this is a musical organization, and should further connote singing. We need to contend with the fact that very few in the public, and even many singers, have no idea what "choral arts" means (most think of sea coral).
2. The logo should preferably have some connection to New England. This is challenging, of course, because the hallmark of New England is diversity! But elements of New England that have come to mind are rocks, mountains, and the sea (not, however, coral seas). New England is not absolutely essential, but it is one thing that makes us unique (contrasted with, for example, ACDA or Chorus America).
3. The official identity of the organization has two parts: the name, Choral Arts New England, and the "tag", Encouraging Choral Excellence through Alfred Nash Patterson Grants. Both elements should appear together whenever possible.