Handing the client the keys, this brand is a dynamic system that allows for variation, improvisation, and expansion. We designed the system, the client creates the parts they need.
7 notes in the western key signature, the 8th or octave repeats the first. A heptagon represents this 7 note scale. Taken apart, each triangle is an individual note. The triangles can be configured into nearly infinite forms, signifying modal sequencesin music. Three of these modes resemble the letters “S”, “T” and “J” and are used as the root of each set of configurations.
Any given mode can be overlapped with another, creating harmony and color modulation within the system.
Each piece can be color coded at will, players can be introduced, and the system can be expanded or collapsed based on the need of the promotional item being designed.
A comprehensive graphic standard package sets all the rules for typography, color use, image use and overlapping. The system intentionally allows for ‘eye-balled’ placement of forms and works on two simple proportional guides.
This identity literally embodies the nature of jazz improvisation.
Create a brand identity for a south Texas jazz collaborative that performs under various monikers with different size ensembles.
Creative Director: Jett Butler
Design Team: Jett Butler, Emily Sawtelle with assistance from Melissa Martin
*Featured on Communication Arts, 2012
*Awarded 3rd Place, Brand Identity, AIGA Texas Show Biennial, 2012