Image & Identity

This week Holly and I have been looking at Cuba Dupas identity. We have decided to use animation on the logo to enhance it and help communicate blurring the lines.  The Animation we have so far is staying with the existing branding font colours and 'breaking news' vibe, however we have added an icon to create an abstract logo. The logo we have come up with is the street layout of Cuba Dupa and the different sections within these streets which will represented with different colours (pulled from the existing colours). The reason for the repetition of different fonts are to appeal to different audiences. Holly and I really liked the original logo however we understand why it was changed to a more modern type. Therefore Holly and I wanted to infuse them both. The repetition is to represent the chaos at cuba dupa. The next step for animation will be to have the different sections pull apart with their names on it allowing our audience to understand the lo...

Our overall goal is to enhance the new 2020 Cuba Dupa rebrand.   From the start Holly and I's goal was to 're-generate' or add additional aspects to the existing branding so I began to look at different fonts we could use to do this. However we felt the existing logo's purpose was idealistic so I began to think of ways we could animate the existing logo or add different aspects to it.  An original idea was to have the existing font in the logo and have it flicker/morphe into other fun/quirky fonts. The goal of this was to target all audiences as we felt Cuba Dupas original font screamed fun, quirkiness and essentially it screamed Cuba Dupa.  These fonts and ideas were then developed into our animation along with using repetition. 

Based on the idea of alternative histories one of the logo ideas we came up with was the idea of using the map and its exisiting zones to in essence each focus on seven different parts of alternative history. Initially, we started by outlining the map and then filling these zones each with colours from the existing logo. We did this as we really like the existing visual identity, but wanted to find a way in which this could connect further through to the them of the festival and in essence potentially become some form of way finding system to be used during CubaDupa.  We tried a couple of different outlines for the map, but ultimately decided that the filled version was the most cohesive with our idea, and has the greatest link to the existing visual identity system, as well as being the most accessible logo to all demographics.  We also played with how each of the zones visuals could be interacted with by playing with inserting image into it etc.  This ...

These were the initial logo concepts that Krista and I came up with. We tried to use the clock as a symbol of the history of cuba street which we are trying to convey. We abstracted it and formulated these. I like the fact we have kept elements of the existing visual identity system, but wonder whether these designs lose the essence of "history" when they are abstracted out. It also makes me wonder whether the colour block style could be used to reference something else? Perhaps the different zones that are already existing at Cuba Dupa? 

This is the initial audit that Krista and I did for the areas of communications, behaviours, design, wellington as the creative capital and our initial ideas.  A lot of this information was derived from Gerry's presentation to us, in which these were the key points I gathered from it:  Cuba dupa Diversity Independent spirit Community Creativity Open access  Free Blur the line between performer and audience  277 acts in 2020 A beautiful disruption  Intergalactic madness Circus cabaret zone 120 food vendors Upper cuba soundsphere - more electronic music, d&b and house music  Themed weddings and funeral  Around 20 parades Spotlight on accessibility  Cubadupa Forrest in mt Vic Supacubadupa app - schedules, maps, artists, sponsorship education, event intelligence, audience engagement etc. can deliver push notifications  Filter all food vendors, filter all music acts, build itinerar...

WK1:  Greek Food Festival https://bit.ly/2V9b9CV Design studio ‘Bentu’ Show’ https://www.futurebrand.com/news/2020/luxury-brands-and-contemporary-art-are-merging-in-china This was an interesting read as Louis Vuitton is collaborating with artists to communicate their brand in a new and unique way. This is a form of communication which is helping LV define and distinguish their luxury brand to the public. Key Words: public spaces, Identity, scale. “Art is now one of a number of powerful marketing drivers for luxury brands in China, resonating with a community of consumers who want to connect with brands on multiple levels.” WK2: Sapporo Snow Festival Hokkaido, Japan Snow & Ice sculptures hand made https://www.snowfes.com/english/ Sapporo Snow Festival is a festival located in Sapporo Japan which happens seasonally in the peak of winter (Feb). This festival attracts tourists from all around the world as well as Japan. The snow...