This graphic identity for Jazz, an institution for jazz performances in New York, is a refresh of an identity designed ten years ago by Pentagram’s Paula Scher – who now revisited it to simplify the original design and make it more contemporary.
It is a wonderful, vibrant and lively identity that seems to capture the spirit of jazz perfectly- from typeface design to brochure layout, it lends itself to so many different applications that work really well together as a whole.
This is a nice explanation for the original logo, from Pentagram’s website:
The 2003 logo featured a circular disk that resembled a record for the “a” in Jazz, but with a square dot in the middle of the letter. When Scher was designing the logo, she had initially asked Marsalis to define jazz and he said that it was “syncopation.”
“I asked what syncopation meant and Wynton said it’s when you have a bunch of things in a row that are alike and one of them is off,” says Scher. “That was the basis for the filled-in ‘a.’ The center was square because it was a square peg in a round hole.”
The unique circular form became iconic over the years, and the refreshed identity has preserved and extended it by making the graphically heavy, round element a part of the identity system as a whole. The circular form has been expanded into a new typeface for the institution, as well as graphic patterns used in applications.”
The new identity has been introduced in a colorful campaign designed by Luis Bravo for the 2013-2014 season. Brochures, advertisements and other promotions feature a series of lively, unguarded portraits of jazz musicians.
Jelly Roll, the new custom font for Jazz at Lincoln Center:
The updated identity applied to stationery:
Print pieces from the 2013-2014 season campaign designed by Luis Bravo and his team at Jazz at Lincoln Center:
- Pentagram Project Team: Paula Scher, partner-in-charge and designer; Kayla Jang, designer. Jelly Roll font designed with Jeremy Mickel, adapted from House Industries’ Neutraface 2.
- 2013-2014 season campaign designed by Luis Bravo, Maya Sariahmed, Mike Tully, Casey Walter, and Ho-Mui Wong at Jazz at Lincoln Center. Portrait photography by Whit Lane and Marylene Mey.
All images ©Pentagram’s website