Assignment: the project was to create a design which will reflect the idea of a rock'n'roll/grill/music event based in United Arab Emirates. Due the location (UAE), the means of expression were limited to music, fire and vegetables, with no permission to use any images of meat or drink/alcohol; the vision had to be muscular, to convey fun, to be bold and memorable.
Approach: I started with research of similar events and styles which would appeal at most to the target audience (25+). Based on that I decided to convey the rock'n'roll idea using the popular for such an events bold and explanatory style. My goal was to create an original, recognizable and smart design which would tell it all without showing it all. The selection of the components was crucial as they had to express the essence and suggest the forbidden elements at the same time. The design was created from scratch; the idea was to make the elements flow in one solid, design which would look good in any size; it had to be simple, clean, yet expressive so my choice was to do the main accent on the shape itslef (to make it interesting/unique) and keep the colors at minimum vs a multi-colored composition. The chosen colors are Black (0.0.0.100/PANTONE Process Black) and bright Orange (0.70.100.0/PANTONE 165) to emphasis the bold, energetic and playful presence. During the various revisions and play with the lines, positive/negative space appearance and fonts/letters (base font: EgyptianCyr) it evolved to meaningful, interesting, professional and expressive design.
Results: completely custom design which convey the essence of the event; design with playful character owing to the flowing, curved shapes and rock'n'roll feeling achieved with the guitar silhouette, recognizable rock events image style, including specific elements such as flames or guitar shape; with just hint of food/meat showed with the grill and chilly paper elements. Bold and good looking in any size.