Established in 1823 by Jonas Chickering in Boston, Chickering & Sons rapidly became a dominant force in 19th-century piano manufacturing, renowned for innovations like the introduction of a cast-iron plate that elevated the instrument's quality. With accolades from international exhibitions and endorsements from luminaries like Franz Liszt, Chickering pianos secured a lasting legacy. Despite the closure of the original company in the early 20th century, the brand's vintage pianos remain prized collectibles.
During the logo design brainstorming phase, I explored various ideas aimed at capturing both elegance and musical essence. Many piano manufacturers use imagery such as a lyre, or blackletter wordmarks for their logos. How could I create something unique and unexpected? The concept of using a bird as an icon emerged as particularly inspiring early on. A pivotal moment in this decision-making process was the story of Chickering crafting a piano for the renowned Jenny Lind, also known as the Swedish Nightingale and a key figure in the musical "The Greatest Showman." The story told how Henry Steinway, who later became founder of the iconic Steinway and Sons piano company, was so captivated by the craftsmanship and quality of Chickering's piano during one of Lind's concerts that he nearly had to be escorted from the stage so that the concert could begin. This historical anecdote further underscored Chickering's profound impact on the industry, solidifying my choice to embrace the nightingale concept as a tribute to their legacy.
In addition to the updated logo, I wanted to explore the practical application of the brand. The following mockups illustrate how the Chickering brand can be seamlessly integrated into various real-life scenarios, offering a glimpse into its versatility.
As the project's final step, I assembled everything into a thorough brand guidebook, mirroring the approach I take in my client brand design work. This centralized resource encompasses all elements, including brand logos, colors, typography, and more, ensuring cohesive and consistent brand usage.
