Copenhagen Jazz Festival Visual Identity by Xuecheng Xiong |
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| DESIGN NAME: Copenhagen Jazz Festival PRIMARY FUNCTION: Visual Identity INSPIRATION: Since 1979, Copenhagen Jazz Festival has been one of the most important international music events in Europe. Enveloping the Danish capital, the festival offers a sumptuous musical fest—to 250,000 guests with over 1,000 concerts throughout the city. Enthralled by this public event, I aspired to create a new coherent visual language for it. After conducting research on the history of the festival, jazz music, and the festival’s precedent visual identity, I looked to works by Dada and Pop artists for inspiration. I was specifically inspired by Hans Arp, Keith Haring, and Jeff Koons. The organic, biomorphic forms in Arp’s art, the clarity and simplification in Haring’s composition, and the dynamism and repetitive patterns in Koons’ balloon sculptures all serve as my sources of influence. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The new visual identity for Copenhagen Jazz Festival presents a cohesive visual solution, from the poster, tote bag, and badge design to social media platforms. The solution is a combination of vibrant colors, a dynamic visual language expressed by animated lines, shapes, typography, and motion graphics that makes it appeal to the target audience, the millennials. Taking the geometric forms that emblem modernity from my inspirations as a starting point, the logo is composed of round, triangular, and square shapes within, and eventually transforms into the design formed by the letters C, J, and F—the initial letters of Copenhagen Jazz Festival. OPERATION / FLOW / INTERACTION: A visual identity that speaks to and interacts with the spontaneity of jazz, the enthusiasm for music, and the lively energy of the millennial crowds in the city. PROJECT DURATION AND LOCATION: This project started in June 2019 in Copenhagen and finished in July 2019 in Copenhagen. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: From digital graphics, the design is printed on A4 poster papers, tote bags, paper bands, and badges. It also takes shapes in various forms on online platforms. SPECIFICATIONS / TECHNICAL PROPERTIES: - TAGS: visual identity, graphic design, logo design, motion graphics RESEARCH ABSTRACT: The project involves background research on the origin of the festival, its development, audience demographics, interviews with organizers and artists. It also constitutes research on the genre, history of jazz, the working process of jazz musicians, as well as research on the original visual identity, deliverables, and festival themes among many others. Then, I compiled and analyzed my research results while identifying aspects that could be improved, which build the basis of the design strategies that the visual identity relies on. CHALLENGE: One of the challenges was finding the balance between consistency and dynamism of the design to achieve its solution-oriented aims. ADDED DATE: 2022-02-28 18:37:28 TEAM MEMBERS (1) : Xuecheng Xiong IMAGE CREDITS: Xuecheng Xiong, 2021. |
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| Visit the following page to learn more: https://www.tedxiong.works/cphjazzfestiv |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Copenhagen Jazz Festival PROFILE: Every single summer since 1979, Copenhagen Jazz Festival has taken over the city as one of Europe’s most important international music events, emphasizing the artistic quality and sharp focus on new departures in both Danish and international jazz. Lasting ten days, the festival envelops the Danish capital, offering a sumptuous musical feast to the 250,000 guests and over 1,000 concerts throughout the city. |
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Copenhagen Jazz Festival Visual Identity by Xuecheng Xiong is Runner-up for A' Design Award in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Read the interview with designer Xuecheng Xiong for design Copenhagen Jazz Festival here.· Press Members: Login or Register to request an exclusive interview with Xuecheng Xiong. · Click here to register inorder to view the profile and other works by Xuecheng Xiong. |
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