The Village Vanguard
2021
Since 1935, The Village Vanguard has been the home for live jazz music in New York, being the oldest continuing jazz club in the world. It's rich history in hosting major jazz legends grew the Vanguard into a prestigious giant in the jazz scene - to perform there was an honour.
However, with jazz music's gradual decline in popularity, and a recent world stopping pandemic, attendances and popularity for The Vanguard has almost disappeared into the sands of time. Seeking to put a stop to this and return the Vanguard to its former glory, a complete Rebrand was in order.
Client
Northumbria University + Village Vanguard
Deliverables
Visual Identity
Type
University Project
Whilst appealing to a younger audience, I wanted to keep the importance of the Vanguard's impact on jazz heritage. It's endless list of pivotal jazz greats that have performed under the smokey dim lights should go hand in hand with a new generation of jazz musicians tearing up the scene - not divided by history.
Current Logo
New Logo
For the logo, I felt that using a static single use logotype wouldn't carry the brands values accross to its audience. Because jazz and music in general is always changing, evolving and vast in its genres, using the concept of dynamic branding would allow it to adapt to different scenarios and enviroments, letting the identity evolve over time.
Location was big factor when designing The Vanguards visual identity, New York is a quick, constantly moving city, and a static approach to it's identity just wouldn't cut it. The solution? Using a modular grid system throughout the entire Vanguard identity, allowing advertising of various events and artists to flow together across a range of media and enviroments, creating a fluid, seamless visual identity.
Ben Tattersall
Graphic Designer
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