The London Jazz Festival is one of the worlds premier showcases of jazz in all its diverse forms. A 10-day celebration that delivers a mix of world-class artists and emerging stars and takes the music to a massive and ever-growing audience. The Festival has a reputation for bringing the best and freshest music to the capital, with a wide-ranging programme of concerts, commissions, club events, talks, and an expansive learning and participation programme.
We won a pitch in 2008 to re-think and design the brand image and marketing collateral for the 2009 festival. Previous designs had been playful, obvious riifs on jazz music using instruments and London references. We wanted to capture something more sophisticated, more ethereal, something that captured the essence of the sounds and, like many forms of jazz, something abstract. Over our four years designing the festival identity we used the image of an abstracted exploding diamond, we used bleeding pens to create a fluid abstract pattern and we even attached pencils to mini mechanical toys that pulsed at different speeds to create marks that would be used for the image.