In 1985, Coastal Jazz was established in Vancouver, Canada, as a non-profit organization celebrating a wide spectrum of music genres, including jazz, blues, creative, and improvised music. To visually represent this rich diversity and dynamic spirit, a self-directed project was undertaken to craft a brand identity.
The goal was to create a striking and impactful visual identity that resonates with the improvisational spirit of jazz while maintaining a cohesive and adaptable framework. Abstract iconography was meticulously designed to mirror the fluidity and spontaneity of jazz performances, while bold typography captured its dynamic and boundary-pushing energy. The design assets were crafted to be modular, allowing them to be broken down and reassembled across various applications without losing their coherence. This flexibility ensures the identity remains consistent and recognizable, while also adapting to the diverse expressions and settings of jazz.
The goal was to create a striking and impactful visual identity that resonates with the improvisational spirit of jazz while maintaining a cohesive and adaptable framework. Abstract iconography was meticulously designed to mirror the fluidity and spontaneity of jazz performances, while bold typography captured its dynamic and boundary-pushing energy. The design assets were crafted to be modular, allowing them to be broken down and reassembled across various applications without losing their coherence. This flexibility ensures the identity remains consistent and recognizable, while also adapting to the diverse expressions and settings of jazz.
Design Process
Starting with sketches, I focused on creating design elements that are abstract yet structured, forming a cohesive brand identity for Coastal Jazz. The main element was the abstract logo, where I incorporated the silhouette of a playing instrument into the visuals. However, it wasn’t quite working, so I experimented with incorporating the silhouette of a figure playing an instrument.
Developing the Final Design
After curating, refining, and exploring different ideas, the final logo and silhouette were created, reflecting the structured yet abstract identity I aimed to establish to foster the environment and spirit of jazz. I then experimented with color, typography, and space to develop a cohesive final design that seamlessly integrates all the elements.
Developing the Final Design
The colors were thoughtfully chosen to capture the vibrant energy of jazz, enhance the sophisticated ambiance I aimed to curate for Coastal Jazz's brand identity and create contrast among the elements. The selected font harmonized the visual components while adding depth to the overall structure
