Following on from the previous stage in which a number of possible design avenues and outcomes were outlines, it was now time to decide on a number of the possible outcomes to take forward in to the next digitalised stage. This ensuring that the correct outcome be taken forward in to the final brand identity.
Within this stage three very different possibilities of design outcomes were experimented with. One of which used typography alone to represent jazz music, one of which used imagery alone and the final of which used a combination of both typography and imagery to construct the brand identity.
Although all of the different avenues of design outcomes seemed to have the potential to successfully brand the identity of the festival the decision was made to take the simple typographic outcome to the next stage of design.
This decision was informed by the conceptual side of the research. Although the imagery worked well within the branding ideas, the serif style typography better suited the concept of the festival.
This was apparent due to the fact that it firstly through the serif style typography paid heritage to the historical aspect of jazz music, while through digital manipulation it also had the potential to represent the contemporary side of the music as well. Also allowing for further contextual backing to be implemented within other aspects of the brand identity.
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