According to the American Marketing Association, a brand is “a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”  So how are performing artists and arts organizations using graphic elements within their mobile apps to identify and differentiate themselves from other artists and arts organizations?

Mezzo-soprano Angela Young Smucker IS her brand.

VISAGE: For individual artists and ensembles, they are the brand.  Correspondingly, the brand is typically connected directly to their visage.  In the example above, mezzo-soprano Angela Young Smucker uses her headshot as a primary tool for building her brand recognition.

You’ll notice that she uses a singular image as a graphical branding tool – for every icon, for every platform.  The constant and consistent use of this image provides for a strong fortification of her visual brand online and on mobile devices.

Linden String Quartet uses various images of the group members to strengthen their brand.

The use of multiple visage-focused graphics can also reinforce an artist or ensemble’s visual brand.  In the example above, Linden String Quartet uses multiple images of the quartet members to fortify their brand.  In some of the images, they hold their instruments which plays more strongly on the musical nature of the brand.  Other images feature the ensemble in jeans and t-shirts which highlights their accessibility.

San Diego Opera builds its visual brand around the typographical design for the “O” in opera.

LOGO:  Perhaps, the most common visual branding element for organizations is their logo, which may be an image, text, or a combination of the two.  For example, San Diego Opera has a primarily textual logo with the sole graphical departure being the “O” in opera, which has a different slant and font than the rest of the text.  While they often use the entire logo to brand the organization, a predominant emphasis is placed on the “O” for building brand recognition.  Even in the smaller icons for their mobile app, the signature “O” is the piece of the logo that remains the most recognizable.

The Cleveland Orchestra uses a seemingly unrelated graphical element — branches with leaves — as the primary tool for visually branding the organization within its mobile app.

Sometimes the logo shows a direct relationship to the organization, as in the case of the San Diego Opera.  Other times, the logo pushes the viewer to make their own connections between the graphic and the organization.  If we look at The Cleveland Orchestra, we can see that they consistently use a silhouetted branch pattern in their visual branding.  As there is nothing particular about this branch pattern that connects directly to orchestral music or the city of Cleveland, viewers must create the relationship for themselves.  Interestingly enough, the consistent and repeated use of the graphic insists to the viewer that there IS a connection — we just have to figure out what it is.

Okay, so what about their Homepage Icon?  This icon appears in the Welcome message area at the top of the Home page.  It also serves as the default icon for any content in the mobile which does not have an image associated with it.  In this case, The Cleveland Orchestra was already using their graphic and color (see next section) in the Background Image for the app – so they needed to use another image as the Home page so that the icon did not get lost.  They decided to use an image of the stage from the audience’s point-of-view.  This is a great way of subtly reinforcing the app user’s relationship to a live performance’s audience.  Bravo!