Austin Reggae Festival

Austin Reggae Festival
"One love, one heart...Let's get together and feel all right." —Bob Marley
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DESIGN PROPOSAL
The Austin Reggae Festival is the oldest and most prominent reggae festival in the hill country area. Not only does this festival provide entertainment for the Austin area, but one of its main goals is to raise money to help the Central Texas Food Bank feed hungry families. The goal of this project is to rebrand the Austin Reggae Festival to represent both Austin and reggae culture, as well as provide a sense of community and harmony.
This project aims towards the ”one love” exempli ed in reggae music. The Austin Reggae Festival rebrand will create a cohesive brand identity using festival t-shirts, posters, and other merchandise. This will ultimately result in more community outreach by raising money for the hungry, all the while bringing people together through music and festivities.
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COMPETITION ANALYSIS
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Reggae Sumfest, Summerjam, and Best of the Best are three top competitors for reggae festivals. The common themes in their designs are the use of bright green, red, and yellows in their logo. The look of hand lettering is also prevalent in all three of their trademarks.
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REGGAE FESTIVALS




Sound on Sound, Austin City Limits, and South by Southwest are three top com- petitors for Austin area festivals. The common themes in their designs are the use of straightforward lines in their logotype. The use of color is very limited and a simple and clean look are also implemented in the trademarks.
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AUSTIN FESTIVALS




VISUAL INSPIRATION
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VISUAL INSPIRATION: AUSTIN
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VISUAL INSPIRATION: JAMAICA
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BRAND VOICE: LIVITY
The Austin Reggae Festival brings together a diverse group of people with a speci c purpose to raise money for the Central Texas Food Bank. This main objective rein- forces the Rastafarian concept of livity, the realization that an energy exists within, and ows through all people and all living things. The expression of love for others
is done in recognition of a central love energy within all people, a concept often referred to as "One Love."
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TAGLINE
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One Love, One Heart
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LOGO CONCEPTUALIZATION
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AUSTIN: GOLDEN-CHEEKED WARBLER
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LOGO CONCEPT: AUSTIN WARBLER




JAMAICA:
COMMON YELLOWTHROAT WARBLER
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LOGO CONCEPT: JAMAICAN WARBLER




ONE LOVE
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LOGO CONCEPT: HEART




JAMAICA + LOVE + AUSTIN =
AUSTIN REGGAE FESTIVAL
The three images united into one cohesive logo represents both Jamaica and Austin while embodying the spirit of song and music through the warblers and exemplifying livity through the symbol of one love, the heart.
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THE LOGO




Primary Typeface
Using the logo, a typeface was molded by utilizing the top of the heart shape as a guide to make the type itself.
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TYPOGRAPHY CONCEPT




Primary Typeface One Love
Secondary Typeface Barlow Semi Condensed
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Á Ć Đ Ė Ħ Ī ij Ķ Ĺ Œ Ŕ
0 1 2 34 5 67 8 9 . ? ! , ;
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TYPOGRAPHY




Day One Pattern:
The rst pattern was made using the markings from the two warblers.
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PATTERNS




Day Two Pattern:
The second pattern was made using the bottom of the heart.
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PATTERNS




Day Three Pattern:
The third pattern was made using the tops of the heart.
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PATTERNS




Main Colors Used:
Ackee Red Jack Fruit Green Papaya Orange Herb Green Coconut Cream
#f05a28 #86c140
#faac3f #5a683c #e7e1c4
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COLOR PALETTE




Primary Logo:
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BRAND STYLE




Secondary Logo:
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BRAND STYLE