The branding of which was constructed with simple yet elegant serif style typography links contextually not only to the festival itself, but also jazz music as a whole.
The first instance in which this is evident is within the branding and advertising for the festival. The direct design outcome links to the festival itself contextually due to how the festival is run. The festival itself is built around two distinct sections, the first of these is the outdoor daytime events and the second is the night-time venue events. As this is one of the major aspects of the festival it felt appropriate to address the design in a way that could obviously reflect this aspect while ensuring simplicity remains. The most effective way to convey this was through the colours used within the designs.
The simple addition of a white background within the day event posters and a black background within the night event posters conveyed this simply yet effectively.
The final and most significant aspect of conceptual backing within the design outcomes is the manipulation of the typography and the colours used within the designs. Due to the fact that within the research the form of the commonly used instruments were evaluated as a major means conceptual linking the decision was made to replicate the form of a ‘piano’ within the branding, but without using imagery to create this symbolism. This was achieved through the addition of the ivory and black colours to replicate the piano keys along side the actual form of the keys replicated through the manipulation of typography.
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