Noted: New Logo and Identity for Sounds of Saving by Red Peak
“Put a Spin on It”
(Est. 2016) "Over the past two decades in the U.S., suicide rates have risen by 33 percent. Sounds of Saving aims to fuel the hope needed to reverse that trend, ultimately improving mental health and reducing suicide rates. We fuel hope both by celebrating the power of human connection to music, and by directing people towards the resources they need before it's too late - because suicide is a permanent solution to a temporary problem. Research shows that an overwhelming number of people who survive a suicide attempt are glad they lived, and do not die by another attempt. And over 90 percent of suicide victims have a diagnosable mental disorder. We believe that a connection to music, or to whatever treatment is best for a particular individual, can intervene and save lives. Sounds of Saving works with musicians willing to share how music has helped them through difficult times, and who will use their platform to promote opening up and seeking help during mental health challenges. These relatable stories about overcoming hopelessness or distress, especially from those we admire, have been proven to decrease suicide attempts and can normalize conversations about mental health."
Red Peak (New York, NY)
Red Peak project page
The brand experience draws from musical design cues to reflect our highly individual tastes. It is ever-evolving, expressing that we’re all joined by our unique connection to music, and that every mental state is normal. For the brand launch on World Suicide Awareness Day we dropped thousands of free vinyl records, marked with the brand logo and message, around public parks in New York City so that anyone could access and celebrate the healing power of music. Sounds of Saving exists to fuel hope. It is our hope that the brand resonates with a diverse range of people and encourages more open conversation about mental illness.
Images (opinion after)
The old logo was pretty good conceptually, using the morse code for SOS (. . . – – – . . .) as a graphic device that played off of the acronym of the organization’s name as well as alluded to the call for help that is often a common barrier for people struggling with suicidal thoughts. If there was something missing from the old logo it would have been a visual cue to music, which is the main premise of the organization. The new logo goes to that end of the spectrum with a logo that can have different “S”s that can trigger quick associations to music genres or even specific groups or albums — Sex Pistols come to mind from seeing the logo on the opening image. The “O” evokes the labels of vinyl records and places the full name there. The emergency “SOS” aspect is now a little less evident but still there as an undertone. Not much in terms of application… the website is solid and the stickers further enhance the vinyl-ness of the logo. Overall, the logo has a strong connection to music but perhaps the identity could have done (and perhaps it will do) more of the heavy lifting with direct and concise copywriting that ties the logo to the core intention of the organization.