If you play guitar, then you know the scene very well. Rows and rows of axes and gear. Shredders, noodlers, pickers, and fumblers. Multiple players making a joyous racket—separate but together—in the guitar shop at a strip mall near you. Russo Music has been providing this rite of passage to its customers for 60 years. Rebranding an institution like this is all about balance. A little bit of old and a little bit of new. We wanted to create something that felt connected to the past. To the Yellow Pages, classified ads, and band fliers and stickers that are the visual language of any small town musician.