THE NATIONAL JAZZ MUSEUM IN HARLEM
National Jazz Museum Branding
OBJECTIVE
The National Jazz Museum in Harlem, despite its cultural relevance to the area and the charitable role it plays in the community, has potential for a rebrand that will push their message and identity to the forefront of their image.*
CURRENT BRANDING
While the museum's current branding utilizes several elements that represent their image and mission, the brand lacks cohesion across those element. Whether it be abundant logo variations or inconsistent signage, there's no impactful through line, tying them together. This presented a great opportunity for this museum to have a bold, consistent brand that carries out the culture and energy of jazz.
DESIGN ITERATIONS
The new design needed to be bold, energetic and true to the sound and feeling of jazz. It also needed to be something that could could expand into a greater design system for all of their different forms of media. This round of iterations helped to narrow down this concept into a select few workable designs.
COLOR VARIATIONS
When it came to the new brand identity's colors, it was important to draw from jazz's cultural roots of the Harlem Renaissance. Deep, rich color palettes filled the paintings of this time, and made for a perfectly energetic and culturally significant identity.
FINAL LOGO
BRANDING ASSETS
The final logo and brand assets explore the fundamental idea of jazz, in that it manifests chaotic forms within the genre's natural limitations. The selected assets reflect key branding opportunities for the museum to best promote their events and offers.
*All designs are proposed and not in association with The National Jazz Museum in Harlem
*All designs are proposed and not in association with The National Jazz Museum in Harlem