Kaohsiung Music Center

Summary

JL DESIGN was recruited by the Kaohsiung Music Center (KMC) to create its new brand identity. The KMC is the first national concert hall in the most densely populated city in southern Taiwan, so we proposed the concept “Sing it when you want to express yourself” to interpret the vigour of Kaohsiung citizens as well as the liberal, fearless, and diverse tones of Kaohsiung music. We created a precise, unique, and highly applicable brand identity for both IRL and URL.

Mission

JL DESIGN created a new brand identity for the KMC, aiming to set the tone for the centre and raise its influence for at least one decade. The KMC is the first national concert hall in the most densely populated city in southern Taiwan, so we focused on its potentials and uniqueness, discarding the commonly seen oceanic style and embracing the vigour and openness of the city which nurtures its indie music. We aimed to prompt people to feel the local spirit and differentiate the KMC from the Taipei Music Center.

Solution

We dug into the history of the city, the ports, and the music industry of Kaohsiung to explore the potentials of the KMC. Featuring the concept “Sing it when you want to express yourself”, we interpreted the vigour and power exclusively belonging to Kaohsiung citizens as well as the liberal, fearless, and diverse tones of Kaohsiung music. We combined stave and the Chinese name of the KMC (高流) and turned them into an emblem-like logo conveying Kaohsiung’s power, boldness, and vigour, branding the city as a place of diverse narratives that inspire new waves of music.

Impact

To create a brand system for the KMC, we worked from the scratch to explore its spirit, clearly position the brand, and dig into its potentials. We managed to deliver a precise, unique, and highly applicable brand identity for both its IRL and URL.