Berklee today

JUN 2015

Berklee today is the official alumni publication of Berklee College of Music in Boston, Massachusetts. It is a forum for contemporary music and musicians.

Issue link: https://berkleetoday.epubxp.com/i/515283

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Berklee has a history of adapting to changing times—and its logo is no dif- ferent. Since Lawrence Berk founded Schillinger House in 1945, renamed it Berklee School of Music in 1954, and Berklee College of Music in 1970, the college has used six different logos. The logo is sometimes treated with upper-and lower-case versions, a script version, and various fonts and colors. Some are classic, and some clearly of their times. All are word- marks, none employing a symbol in the design. The current logo—with a representation the musical dynamic marking for forte substituting for the "f" in college "of" music—was intro- duced in 2002. With expanding Berklee programs, the impact of social media, and plan- ning for a vision for the year 2025, the time is right for a new Berklee logo. The 2002 logo was designed to rep- resent a college defned by its under- graduate program in Boston. Now with a campus in Valencia, online by Tom Riley In April, Roger H. Brown became the frst Berklee president to make an of- fcial visit to India. It was the next step following the 2014 establishment of the Berklee India Exchange, a platform for cultural conversation about Indian music. The exchange includes art- ist residencies, musical collaborations, and performances. It was launched on the heels of recent large-scale events, including concerts, clinics, workshops, and master classes with famed Indian musicians A.R. Rahman and Clinton Cerejo. Brown's visit afforded oppor- tunities to learn more about the music of India and the country's booming entertainment industry, to interact with major Indian artists, and to ex- plore possibilities for future artist visits to Berklee and future collaborations in India. Brown's three-city tour began in Chennai, where he met with A.R. Rahman H'14 and visited Rahman's school, KM Music Conservatory, a pre- paratory school for grade school stu- dents. Brown attended the school's annual spring concert of Indian clas- sical music, featuring a phenomenal Qawwali ensemble, and a cappella, Western classical, electronic, and even opera musical selections. While at KM, Brown announced the establish- ment of the A.R. Rahman Scholarship at Berklee, the college's frst scholar- ship to be awarded exclusively to stu- dents from India. The frst recipient will be admitted with the 2016 under- graduate class. Brown made the announcement at a press conference attended by nearly 100 journalists ranging from re- porters for local Tamil-language pub- lications to national print, online, and broadcast journalists. With cameras rolling, Brown and Rahman discussed the scholarship and Rahman's work with Berklee students and faculty and the honorary doctorate he received during his visit in October 2014. They invited students from across in India to peruse Berklee.edu/india for more in- formation about the college. Brown's next stop was Mumbai, the sixth most populous city in the world with roughly 21 million inhab- itants. While in the city for meetings, Brown was graciously hosted by A.P. Hinduja and his wife, Harsha. Their daughter, Satya '04, studied at Berklee. During offcial meetings and a so- cial gathering hosted by the Hindujas, First Presidential Visit to India by Liz Lupton Brown connected with educators, en- tertainment industry executives, and a number of popular musical artists. Among them was producer, composer, arranger, vocalist, and multi-instru- mentalist Clinton Cerejo, who was a Berklee visiting artist in 2013. Brown's fnal stop was New Delhi, the seat of the Indian government. In Noida, a quickly expanding city that neighbors New Delhi, lies the future site of Global Music Institute (GMI). GMI, fast outgrowing its frst campus in the center of New Delhi, focuses on contemporary music education and its intersection with Indian traditional and folkloric styles. The school's founders, brothers and Berklee alumni, Aditya '10 and Tarun Balani '10, gave a tour of the new campus, with a classroom building and a dormitory, which will serve as the new home for one of India's frst con- temporary music institutions built on Berklee's teaching methods. The frst presidential visit to Chennai, Mumbai, and New Delhi gave a glimpse of the myriad cul- tures of India in addition to its rich musical traditions and thriving enter- tainment industry. It facilitated re- newing acquaintances, forming new relationships, and meeting musicians who may visit the Boston campus in the near future as visiting artists. With a food of performance requests for the Berklee Indian Ensemble di- rected by faculty member Annette Philip '09, and a future A.R Rahman scholar on the horizon, the possibili- ties for Berklee–India collaborations look bright. bachelor's degrees, master's programs, expanded City Music programs, the birth of institutes, and high interest in the college's massive open online courses (MOOCs), the Berklee logo needs to convey much more through 2015 and beyond. It's remarkable to consider that Facebook, YouTube, Twitter, and the iPhone were all introduced after 2002, at a time when Google was in its infancy. Today, with most college searches conducted online, commu- nications with prospective students dominated by social media—often from a smartphone—logos need to convey a message and mission in the digital, mobile environment. To create a vision for the year 2025, the college engaged brand strategy frm Protobrand to conduct a study among alumni, students, prospects, parents, and faculty to learn what Berklee means to them. The study revealed the high value the com- munity places on the personal con- nections made through Berklee in the classroom, studio, rehearsal room, or online. And how, through these con- nections, artists learn to develop a personal and distinctive voice. They see Berklee as leading the way in edu- cating and inspiring musicians. The new logo is a powerful ex- pression of Berklee. The college's Latin motto, esse quam videri, translates as "To be, not seem to be." In other words: Be your natural self. By owning the natural symbol, the college is able to symbolize this core belief, and extend it to embrace our growing community of musicians in Boston, Valencia, and online; from youth in City Music and summer programs, to master's students and online profes- sionals. The new logo will be rolled out this summer, marking a natural path for the next generation of Berklee stu- dents. Tom Riley is Berklee's vice president for external affairs Introducing Berklee's New Logo Berklee's 2015 logo Berklee's 2002 logo Berklee's logo circa 1960 College of Music Liz Lupton is a publicist in Berklee's Offce of Media Relations. Summer 2015 5 Berklee President Roger H. Brown addresses the media alongside A.R. Rahman at the KM Music Conservatory on April 5, 2015.

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