This intensive five day program focused on a new identity for the annual Xerox Rochester International Jazz Festival in Rochester, New York. The studies included working one-on-one with Massimo and the RIT design faculty. Each participant created his or her own design system and presented it to the group on the last day of the workshop.
The logomark solution was to focus on the shortened and more commonly used event name, Jazz Fest and then to incorporate the treble, mid-tone and base of the Jazz music as well as to create a holding shape in the main letters for the different artists’ portraits who perform each year.
Jazz Fest attendees would also use a foldout brochures for performance navigation during the event. The intent was to have a smaller pocket size fold out and a larger one that would be mailed out before the event.
The clarity of the schedule and map of the music venues dispersed throughout the city was essential and focused on the attendees’ experience.