This project was an assignment given to us in the Graphic Design 2 class. In this class, we were first introduced to the idea of branding and creating a unifying system for large events. This was a semester long project that included different parts, such as a logo, poster series, banners, giveaway items, tickets, and a brochure that would come together to create a conceptual identity system for an existing event.
The design for the Beale Street Music Festival was inspired mostly by the its host city, Memphis, Tennessee. The community is known for its rich musical history and lively sidewalk. I took bits and pieces of the city culture into the creation of my system. Being that it was a music festival, I wanted to create an identity that evoked rhythm and celebration even through the mark itself. For the color palette I looked at the colors of the festival’s surrounding environment at different times of day, especially during the sunset. In addition, I wanted to create dramatic contrasts between black and the rich colors, reminiscent of the neon signs on Beale Street at night time.
The logo stemmed from a musical instrument that spanned almost all genres, the guitar. I abstracted the form of the guitar with an illustrative twist using line work. The color of the strings—pink, gold and, blue—are taken from the colors of Tennessee sunsets. For the posters, I wanted to create bold, lively imagery that reflect the celebratory spirit of the festival. I utilized a bold contrast between the black and the gradients that are also reminiscent of the sunsets and bright stage lights.