Dynamic brand identity
Music is constantly chaotic and evolving, but always personal. It transcends barriers, both temporal and spatial(cultural). Always flowing with glimpses of novel meaning. Each moment, each place adds a new shade to this cavalcade of cascading tunes; telling us a different tale every time. In this project we tried to explore this ethos of music by capturing these self-reflective momentary tales of music and representing them in design motifs inspired by the form of Rorschach blots.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A generative tool was devised to generate unique design motifs by fusing the artist's identity with the spatial and temporal dimensions of his musical journey. These motifs were used as the fundamental design elements for his brand identity. By algorithmically mixing various seed inputs (images of the artist, locations that are musically relevant to him, time of the generation, and tracks of his new album) the system can iterate unlimited generations of curated design motifs, unique to each case.
OPERATION / FLOW / INTERACTION:
The tool fuses images of the artist and the locations that are musically relevant to him—past and future concert venues—and organizes them into "aural impressions" based on various parameters including date & time. These "momentary musical glimpses" then "listen" to the music from his album and translate themselves into unlimited (potentially) number of constantly evolving unique organic "Rorschach blot" shaped VIBEs which reflect the mood and texture of the music.
PROJECT DURATION AND LOCATION:
Development of the project started in September 2014 and finished in December 2014. Development was done entirely in Dhaka, Bangladesh; printing and circulation of promotional materials were done in respective cities where the album was launched. The generative tool, which is being/will be used for every brand communication for/after the album launch of Dj Sarhi, is a core element of his new long-term brand identity.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The system was developed using OFX, a C++ toolkit for creative coding. The system functions with four seed inputs: location name, artist’s image, the T&D of the system clock, and an audio track. An image of the given location with meta-data is fetched using FLICKR API. LCG and trianguloid functions are used to generate the two meshes from the images. A snippet of the track goes through FFT and three music information retrieval processes. The final step superimposes the two meshes; uses Perlin noise and kaleidoscopic emulation filters to create an RT animation; and captures VIBEs from it.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The following physical promotional materials were printed using the design motifs.
Poster - 42 X 59.4cm.
Vinyl Cover – 31.43 X 31.43cm.
CD – 12 X 12cm.
Envelope – 22.9 X 32.4cm & 11 X 22cm.
Letterhead - 21 X 29.7cm.
Business Card – 9cm X 5.5cm.
Brochure – 12 X 12cm 5 Folds..
Dynamic, generative, algorithmic, parametric, poster, brand identity, graphic design, poster. album
To facilitate the development of the tool an intensive secondary research—studying and exploring academic papers on algorithms of visual design processing—was done. DeepDyve was used for this. Two rounds of FGDs were done. Both the FGDs consisted of people from the target demographic. The first FGD was done to help the team better decide on visual aspects of the iterated motifs. The final FGD was done to decide whether the design form (Rorschach blot) was clearly implemented or not.
The main challenge for the project was creating an ideal parametric process flow that is contextually relevant to the ethos of the project. Since the process was generative and had to iterate curated organic motifs, devising an optimum flow of processes with optimum value mapping and hierarchical architecture for all the parametric inputs for each step, was another crucial challenge the team faced.
TEAM MEMBERS (3) :
Afeef Zubaer Zaman, Shafiq Alam and Fahim Ahmed
Ice9 Interactive, 2014.