A welcoming identity, centered on music.
Second Verse Choir brings people living with dementia or early-stage memory loss together with care partners, volunteers and families through music.
The identity needed to welcome singers and care partners while working for donors, community partners and performances. Music and connection lead the visual language.
The identity idea
The selected direction centers on an intertwined SVC monogram woven through a flowing musical staff. The initials overlap rather than standing alone, reflecting individual voices becoming one choir.
Repeat-sign dots suggest continuation and returning to a familiar phrase. A soft forget-me-not flower adds warmth, remembrance, and humanity without turning the identity into a medical or memorial symbol.
- Primary, stacked, horizontal, and mark-only logos
- Full-color, one-color, reverse, and grayscale versions
- Clear-space and minimum-size standards
A harmonious palette
Deep plum gives the brand warmth and dignity. Muted sage and slate blue bring calm and dependability, while lavender and soft ivory keep the system gentle and approachable.
Charcoal provides strong text contrast, and a reserved teal accent supports digital actions such as registration, donation, and contact.
Emotion with structure
An elegant high-contrast serif carries the wordmark and display headlines, paired with a clean sans serif and generous tracking for supporting copy.
The standards define accessible color pairings, a clear digital button hierarchy, photography direction, gradients, music-staff elements, flourishes, and tagline treatments—enough structure to keep future materials consistent without making them rigid.
A brand built to be used.
Application concepts show how the identity can work across performances, volunteer engagement, donor communication, welcome materials, merchandise and outreach.
One voice. Many applications.
The identity connects logos, standards and application concepts across performances, outreach and community events. Shared colors, type and musical elements keep the choir recognizable.