Alice Sun

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Project Overview:
This project explores Massimo Vignelli’s design style and applies his ideas to create a full brand identity for a fictional jazz festival, including logos, colors, fonts, posters, digital designs, and merchandise.


Timeline

September 2024 - December 2024




Role

Visual & UX Designer
Team
Alice Sun
Reuben Crasto 
 Juntao Gao

TaskBackground Research
Moodboard Creation
Concpet Development
Digital Interface Design


Research  & Inspiration
Studied Vignelli’s iconic works including:

• American Airlines identity, with Heinz Waibl (1967)

• NYC Subway map (1970)

• Knoll catalogs and Bloomingdale’s branding
Key takeaways:

• Building a bold and strong identity


• Balance between structure and creative freedom
• Create dynamic layouts using typography

Design
Concept & Moodboard
The name “Montuno” is a rhythmic pattern in Latin jazz, often used as the base for improvisation. The jazz festival was named after this pattern to show rhythm, creativity, and movement.



Logo

ideation and varation


Final Logos



Logomark








Logotype & Tagline








Free Space







Scalibility




















©MMXXI Los Angeles, Calif.
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