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As I understood it, the 360 Digital
Keyboard
was the first musical product sold commercially that played real sounds stored on computer
chips. It was similar to a synthesizer in many respects, but rather
than having electronically contrived “synthesized” sounds, the 360
Keyboard sounds were actual recordings of real instruments. Computer
chip memory was then very expensive and this product carried a price
tag of $3995. Precursers included the famous Mellotron which played
sounds from internal recorded tapes.
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My work for Bob Easton, 360
Systems’ founder and owner, began at this
time. You can still see his old logo on the keyboard, the giant “360!”
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This new logo was most unusual in the
electronics industry, which was then dominated by the crude and loud.
Sometimes you get more attention with a whisper than a shout. I said
that—and I believe it—when I pitched this logo design to Bob Easton. To
my great surprise, he agreed with me.
What: Copy assistance, design, art, corporate logo
For: “New digital keyboard from 360 Systems with real acoustic instrument sounds”
full-page ad
Client: 360 Systems
When: 1983
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