Pass the Mic

Branding Design

Pass the Mic is a project created to reimagine a karaoke business in Duluth, Georgia’s Korea town. I noticed many karaoke establishments lacked branding identity and connection to their growing non-Korean customers due to the popularity of Korean culture. So my main goal in this branding project is to create a brand that reflects and introduces the vibrance of Korean karaoke culture from someone who is a seasoned karaoke go-er to someone who may not know anything about karaoke.

Mood Board

When creating a mood board, I ideated a list of words, feelings, and actions associated with karaoke. Some examples are nightlife, loud, fun, turn up the volume, lights, music, dark, singing, microphone, and volume up, just to name a few. I wanted to design something bold, loud, and in your face while being fun and energizing. In the end, shades of purple and oranges perfectly mimicked the energy and nightlife of going to a karaoke bar in Korea. While picking out of font, I wanted something bold, thick, and gothic-like, to stand out among the saturated color palette. Finally, as a unique feature, I wanted to create a character as a hommage to Korean branding and to stand out from competitors.

I wanted a font that was big and bold to mimic the energy of night life while also pairing well with a cartoon image

For a unique design, I wanted to create a visually striking character used commonly in Asian branding

For the purple colors, I was drawn to the lighting in karaoke rooms and the color contrast with the oranges

For a bold and bright color palette, I was drawn to the saturated oranges from a Kpop MV

Mockup

Primary Logo

Secondary Logo

Submark Logo

Primary Font

SG Noxville Regular was chosen as my primary/display font because its properties are fun and bold. Not only does it compliment the chosen color palette, but I also wanted the font to compliment the retro art style of my illustrations.

supporting Font

Noto Sans was chosen as the supporting font because of its versatility and accessibility. Due to the project being both in English and Korean, I needed a font that could be used in multiple languages while also being legible for the body texts and buttons.