The Brief - Create a logo and collateral with these requirements:

To be perceived as: digitally focussed, intelligent and professional.
Tone of voice: dynamic, corporate, balanced, cheerful, honest.
Style: typographic, minimal, geometric, linear.
And… all the words must be spelt out in full.

The Concept:

The gradient: symbolises the electricity, the digital world and the evolving characteristic of the movement of the music. It also adds to the cheerful and dynamic personality requested by the client.
The line: acts as a cable through which the electricity moves, adding dynamism.
The font: the boldness of the weight and colour of the font contrasts with the colourful element of the gradient to reflect the honest, corporate, minimal and professional qualities that describe this brand.