the new identity
DESCRIPTION
The National Youth Jazz Collective re-brandTRANSCRIPT
The new identityCharles Ashcroft / BA (Hons) Graphic Design / Stage 2
The National Youth Jazz Collective
NYJC is a new and vibrant organisation designed to support the creative and educational needs of young musicians through programmes and an annual summer school.
Create a complete brand identitythat reflects the personality andambitions of the organisation.
The briefContents
The brief
Visual research
The logo
Initial idea’s
Idea’s digitilized
Idea’s developed
Palette research
Website
Visual researchI spent a long time looking at Jazz related images,here are a group I complied that share the overall aesthetic vibe I got from this research.
The logoThe logo is NYJC’s most visible element of theidentity. It is a universal signature of the brandacross all formats.
The logo stays true to the tradition of jazz beinga fun, diverse musical force , taking these keythemes into the 21st century. The logo will beseen as a badge of honour and stamp fordeveloping musical ability.
Because the logo is so recognisable it must beconsistently applied across all formats.
Logo Typeface
TELEGRAfICO
abcdefghijklmn
opqrstuvwxyz
Colour palette
Yellow Black WhiteDark GoldenR: 246G: 117B: 26
H: 40S: 89B: 96
C: 2M: 33Y: 100K: 0
R: 187G: 134B: 44
H: 36S: 76B: 73
C: 25M: 47Y: 100K: 5
R: 0G: 0B: 0
H: 344S: 11B: 0
C: 0M: 0Y: 0K: 100
R: 0G: 0B: 0
H: 344S: 11B: 0
C: 0M: 0Y: 0K: 100
Initial idea’s
Idea’s digitalized
Typeface
EVOLUTION
Trumpet logotype
abcdefgh ijklmnopqrstuvwxyz
Font treatment Development
Typeface
Telegrafico
Abstract logo
abcdefghijklmnopqrstuvwxyz
Choosing the typeface
Typeface
Futura
Combination mark
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Experimentation
Idea’s developed
Developing logotype design
The digitalized NYJC trumpet I designed didn’t feel quite ‘jazzy’ enough. I needed to further develop this design by taking inspiration from my initial sketches and lose the corporate, clean-cut look I had given it.
My orignal sketches conveyed what Jazz is all about- having fun, experimenting, and improvising.
It needed a bit of energy injected back into it. I achieved this by handrawing the design again.
Experimenting with colour
Choosing colours for abstract logo design
Developing combination mark design
Experimenting with gradients
Palette researchThe brand colours are based on a typical colour palette found within jazz culture. They are bright and warm, fun and exciting. Traits that are apart of the NYJC’s DNA.