ECHOIC ID

ROARK was commissioned by the award-winning music and sound design studio Echoic Audio based in Bristol, UK to create a logo ident to help promote their 2013 rebrand.

Published in Computer Arts August 2013

Echoic Audio specializes in creating original music and sound design for a wide range of media such as animation, advertising, online, TV and film.

For their latest rebrand Echoic commissioned a series of leading motion design artists to interpret the Echoic logo in their own style.

Process
ROARK sought to create visual landscapes that would allow for individual logo components to resonate before coming together into a unified mix.

The concept is that each logo element represents a different sonic component of a final mix. On their own, each sound can have an impressive sonic footprint but not until they are all combined is the monumental presence of the mixed audio track fully revealed.

The overall visual style is comprised of cinematic landscapes coupled with monolithic logo elements and a monochromatic color palette. The design decision to create everything in monochromatic tones was taken to emphasize the importance of contrast and balance in a finished mix. The lack of color empowers the audio to take over as the main descriptor in the story.

Check out the making of below for some initial sketches, storyboards, and a brief glimpse into the digital process used to bring this ident to life.

Sketch and storyboard