Brecon Jazz Festival and Club rebrand
The Brief
Brecon Jazz Club is the official operator of the Brecon Jazz Festival, a world-renowned, week-long celebration of jazz music in the heart of Brecon town.
In its 40th year, Brecon Jazz devised a visual rebrand as part of its new three-year development plan, which the BJF Planning Group organised.
An important part of the brief was that the rebrand must reflect the new six core values of the Brecon Jazz Festival: Creativity, Widen Engagement, Welsh Language, Sustainability, Education and Learning, and Local Impact.
Our Approach
Following our insight gathering and brand strategy meetings, our Tantrwm design team crafted a bespoke, contemporary, typographic identity as the core emblem of the initiative.
Featuring customised, illustrative fonts to represent musical instruments and the silhouette of the Brecon mountains, the logo archives the sense of place and highlights the uniqueness of having a festival in the heart of the famous Brecon Beacons.
Welsh identity was extremely important in how BJF communicates with the world, and this needed to be incorporated into the logo design. Making sure that the Welsh and English language were equal was of paramount importance in how the logo was read.
Colourful, varied shapes pay homage to the creative and spontaneous nature of Jazz while also referencing inclusivity, summertime and the vibrant colours of New Orleans, the birthplace of Jazz.
The identity was implemented across a wide range of collateral examples, which included print and digital media. Brand guidelines were produced to provide examples of best practices, along with a redesigned 3 year plan.
