Lake Superior Youth Chorus' face to the world- this is our brand. It is our name, how that name is visually expressed through our logos, and our distinctive visual style/unique messaging that extends through LSYC's communications.

The objectives that a good brand achieves include:

  • Delivering messages clearly

  • Confirming credibility

  • Connecting to target prospects emotionally

  • Motivating prospects to take action

  • Solidifying user loyalty


To succeed in branding, we must understand the needs and wants of our customers and prospects. We do this by integrating our brand strategies through the organization at every point of public contact. Our brand resides within the hearts and minds of everyone exposed to LSYC. It is the sum total of their experiences and perceptions, some of which we can influence, and some we cannot. A strong brand is invaluable. It is important that we spend time investing in researching, defining, and building our brand. After all- our brand is the source of a promise to our consumer. It's a foundational piece in our marketing communication, and one we do not want to be without.


This guide has been developed to create a design system for the Lake Superior Youth Chorus brand. It is a series of standardized elements working together to create a family look. The consistent use of these elements is crucial to an overall cohesive appearance.


Please follow this guide when working on any and all LSYC related projects. If in any doubt, please contact the Executive Director, Jenna Kelly at jkelly@lsyouthchorus.org.