Leroy Smith • MotherChord Music • est MMCalArts • Brand New Brand Course • Capstone Project • Michael Worthington

MMXVI

Brand DevelopmentGuide

I. Description II. History III. Brainstorming • Mindmapping IV. Philosophy • Naming V. Contemporary & Historical Images VI. Logotype (Exploration) VII. Final Logotype VII. Final LogotypeVIII. Color Palette IX. Mark • Icon • Logo X. Secondary Typeface • Typefaces Used XI. Imagery Style • Ad Exploration XII. Secret Ingredient • The Diamond Alumni InterfaceXIII. Brand Applications • Merchandise • Mock-Ups

Contents

MotherChord Music isa collaborative school, record company, and studio

that promotes experimental musicthat is ultimately guitar-driven.

Page I

MotherChord Music was founded byself-taught guitarist, Leroy Smith,at the turn of the Millennium 2000;in the Mid Cities area of Texas.

As a whole, MotherChord Music is a collaborative school,record company, network, and studio all-in-one.

It strongly believes in promotingIt strongly believes in promotingexperimental, original, and unique music of all genres;with the backbone and life force being the guitar.

Not every guitarist has the luxury of learning the art of music theoryat a prestigious school or university.

MotherChord Music is a place where like-minded talentjoins together to learn, share, combine sounds,

and create universal music that surpasses all naming genres.and create universal music that surpasses all naming genres.The “MM” used in the logo and the name are synonymous

with it being established in the year 2000; which is MM in Roman numerals.The studio with which MotherChord Music is contained is known asThe Medusa Mainframe; which continues that double M Legacy.

Page II

Page III

MUSICUnique

ExperimentalAll GenresGuitar-DrivenUniversal

2000Millennium

Roman Numeral MMInaugural YearBrand New Music

RebirthRRecreate

HOME STUDIOMedusa Mainframe

Area 157Nostalgic

Creation MachineApartment

CanCantebria Tales

MUSICALITYTheorySubstanceCleanPassionPractice

COMPANYMotherChord MusicMedusa Mainframeleroysmith.net

Collaborative SchoolRecord Company

Home Home Recording Studio

TEXASFoundedMid CitiesHome

CantebriaMusic SceneTTalent

GUITARLife-ForceSelf-TaughtBackboneAll-Styles

Natural Wood‘98 ‘98 Strat

’73 Alvarez Classical‘07 Dean Exotica

Numerous Mesa/Boogies

COLLABORATIONContributionCreatingSharingTeachingLearningAlumniAlumni

Philosophy Naming 1. Unique2. Self-Taught3. Experimental4. Collaborative5. Universal

1. RipChord Recording2. Area 1573. Barefoot Bunker4. Cantebria Tales5. MotherChord Music

Page IV

Just a look at the simple process involved in narrowing down the philosophy and naming of the company.Terms, names, and ideas were thrown around before quickly cementing the idea for the MotherChord vision.The idea and foundation for MotherChord Music began in a small Texas apartment studio back in 2000, so thoseideas were definitely taken into account during the naming process. A very similar process was involved

for the naming of the home studio where MotherChord Music was conceived and recorded: The Medusa Mainframe.So taking both of these names and the inaugural year (MM) into account— the double M was born.

MotherChord Music • Medusa Mainframe • est. MM

Contemporary Images

Historical Images

Page V

MMMMMMotherchordusic

otherChordusic

otherchordusic

motherchord music

MotherChord Music

MotherChord Music

motherchord music

motherchordusic

motherchordmusicMotherChord Music

MotherChordusicM

M

MMMotherChord

Music

MotherChord MusicotherChord Music

Page VI

MotherChord Music

Page VII

Mest MM

These are the final and most common MotherChord Music logotypes shown in plain and detailed attire.Just like the Color Palette on Page VIII, these are fully customizable to fit different scenarios and looks.

Shading, dropshadows, textures, color combinations, stroke outline, etc. can always be added to fit a desired look.Full customization for MotherChord Music alumni is achieved through the Diamond Alumni Interface. (See Pg. XII)

Logotype Plain Logotype Detailed

Page VIII

So much more can be done with the MotherChord Music logo, however these are the primary colors that are themost used. Shading, dropshadows, textures, color combinations, stroke outlines, etc. can always be added later.Full customization for MotherChord Music alumni is achieved through the Diamond Alumni Interface. (See Pg. XII)

Choice of grayon black background

Choice of grayon white background

Choice of redon black background

Black#000000

White#ffffff

Gray#808080

Red (Semi-Deep)#d01818

Page IX

The double M was arranged in many different ways until the below icon was discovered.It was chosen for the diamond that is revealed within it and for keeping in touch with the

old adage: “As above, so below.”

Logo Plain Logo Detailedwith Logotype

M

MM MM

M

M M

M

MM

M

Page X

Copperplate Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

The above two typefaces are to be considered primary since they are both used in the MotherChord Music logo.

This is considered the secondary typeface since it is used in places where large bodies of text are displayed.

Experimental Music From Above & Below.

Engravers MT RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Agency FB RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Page XI

Experimental Music From Above & Below.

www.motherchordmusic.com • www.medusamainframe.com • www.leroysmith.net

Collaborative School • Record Company • Studio

M

M

Page XII

?

Choice of slogan.

MotherChord Music is all about collaboration and contribution. You’re considered an alumni if you have done either ofthese two things. In the middle of the company’s logo you’ll notice a diamond. As an alumni, you get your own customizedlogo with your choice of what you want inside the diamond (initials, picture, symbol, etc.) and your choice of a slogan at the

bottom of the logo. These are then shareable across all platforms.

Who knows what the future could hold? Maybe MotherChord Music gets prominent enough that other music companies andpublishing entities start paying to collaborate and advertise within the diamond...

The Diamond Alumni InterfaceCollaborate > Contribute > Alumni > Custom Logo

Page XIII

Home • Mission • Theory • Lessons • Diamond Alumni Interface

www.motherchordmusic.comwww.medusamainframe.comwww.leroysmith.net

www.motherchordmusic.com • www.medusamainframe.com • www.leroysmith.netCollaborative School • Network • Record Company • Studio

T-ShirtsAvailable in Red, Black, White, and Various Shades of Grey

Logo Color and Art Deco Can Be Customized

Guitar PicksAvailable in Red, Black, White, and Various Shades of GreyLogo Color Can Be Customized and Art Deco Can Be Added

Business CardsMotherChord Music is all about networking.

* More merchandise will be continually added.Leroy Smith’s stylized LS symbol and The Medusa Mainframe logo

will also be available in this merchandise.

Website & ApplicationThe entire MotherChord Music network is linked together with theother “sister sites” and is also where the Diamond Alumni Interface

is contained.