Brasilia Submission Boards 01 22/05/14

Brief 17 _ Brasilia 50

Context Placement Brief (GOLDEN)

Originally the brief at placement was “To celebrate the 50th anniversary, we are inviting artists to create 50 prints, for each of the 50 years to create an exhibition, as part of the festival.” There was great potential to take this further.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Brief

Produce full brand identity for Brasília 50 as a design and architecture festival, celebrating the life of Oscar Niemeyer and the 50th anniversary of Brasilia itself as the capital city.

Focusing on extending the original poster brief into consideration of promotion, collateral, uniforms, tickets, invites, signage, ident and any other logical context. Creating a fully realised and considered design festival, which could feasibly have been real.

This year marks the 50th anniversary of the birth of Brasilia, the capital of Brazil. A celebration of the 50th anniversary of the landmark design and architecture of Brasilia – in particular by iconic architect, Oscar Niemeyer.

Being a World Cup year, and the increased attention in Brazil through sporting reasons, the Brasília design and architecture festival will have more eyes on it, and more interest than ever.

Evidence

Full brand identity across a wide range of deliverables.

Photographic documentation of development and final deliverables. Online documentation on blog.

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Reference Imagery & Concept

Concept

50 Prints 50 Minutes 50 Icons 50 Years +

Brief 17 _ Brasilia 50

Brasília 50 aims to go further than simply exhibit 50 posters for the 50 years of Brasília’s existence as the original brief does. But instead delve into design and Brazilian culture, with various strands within the festival catering towards design talks, exhibitions, discussions and film screenings, all extending the term “50”.

The tone of voice, along the way aims to communicate to Brazilians and an international audience through a mixture of Portuguese and English language.

The organisation of the event would capitalise on the increased awareness and interest in Brasilian culture due to the FIFA World Cup scheduled to take place just a few weeks later.

Architecture

Oscar Niemeyer’s iconic architectur forms the focal point of the Brasílian architecture. Consequently this was an immediate reference and inspiration moving forward in terms of composition and shape.

Grid is essential to architectural blueprints, and so forms the basis of all process and layout of final resolutions across the identity.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Culture

Brazílian culture is unique and well renowned for its vibrancy, colour and dynamism. Culturally, Brazil was an immediate reference in terms of a primary colour pallette, and tone of voice.

Shape and Line

Spirographs and complex webbed patterns form the basis of much of Niemeyer’s iconic architecture, consequently spirographs and overlapping ribboned curves form the basis of the graphic system of Brasília 50.

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Contextual Research

Brief 17 _ Brasilia 50

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Dubai Film Festival

Dubai Film Festival is a great example of a graphic language being applied across a variety of contexts and mediums effectively to a high standard. Showing design in a social context makes it much easier to imagine the project as real. Brasília 50 is similar in theme, as a festival.

Presentation

Presentation of deliverables is key, above are some strong examples of photographing work and process in a clear, concise manner incorporating art direction into the photography and narrative.

Existing Posters

The original Brasîlia 50 poster brief was sent out to studios, consequently a variety of existing poster and approaches to communicating Brasília exist. Useful process to see, in order to find a niche and purpose for the Brasília 50 festival.

Application

Application of identity is the main priority throughout this project, in the aim of creating an identity that extends beyond print towards a feasible, realistic event and identity.

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Development & Process

Brief 17 _ Brasilia 50

Deonstruction

Grids and Isometry

The architecture of Brasília has been deconstructed and manipulated in order to focus on angles, curves, surface and form. Key elements of architecture, while still referencing Niemeyer’s structures in a reductive manner.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Surface and Form

Oscar Niemeyer was an architect who subscribed to modernist ethos, and aimed to create architecture based on strong geometry, curves and angles.

Strong relationship between piositive and negative space is necessary.

Isometric and squared grids were used in order to produce the final realised logo, along with abstract shapes on posters, and iconography.-

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Primary Logo Development

Brief 17 _ Brasilia 50

Original Squared Logo

The original logo looked strong aesthetically on the layouts and application, but a predominant issue was a pretty much identical version already existed with a brief by Sam Lane, which was also for a festival.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Final Isometric Logo

The final isometric logo is a stronger representation of surface, and form and lends itself much better to application on surface. The final logo possesses stronger opportunity

Through critiques at Golden and peers in the studio, we also felt it didn’t reference surface, and form as well it could have.

Dynamic Alternative

The isometric planes lend themselves well to movement and a dynamic brandmark, lending itself well to idents and moving image application.

In the end the dynamic logo was scrapped, as it conflicted too much with the existing primary and secondary logos - isometric, and logotype versions.

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Brand Guidelines

Brief 17 _ Brasilia 50

Abbas Mushtaq:

Primary Typeface Akkurat Pro Bold

Primary Logo

Colour Pallete

Extended Practice Submission 22/05/14

Akkura ABCDEFGHIJKLMN 19642014 City of God Obrigado!

Oscar Niemeyer +!/$%?/_() Secondary Typeface Akkurat Pro Regular

JKLMNOPQRSTUVW 19642014 Frank Gehry 50 Minutes Surface & Form +!/$%?/_()

BLACK 100% K

PRIMARY RED M83% Y59%

PRIMARY BLUE C71% Y12%

PRIMARY YELLOW Y100%

Secondary Logotype

Spacing

Primary Logo Placement Bottom Right

Minimum 15mm

Minimum 12mm

Minimum size in print – 7 x 9 mm Minimum size on web – 40 x 40 pixels

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Final Solution 01

50 Prints 50 Minutes 50 Icons 50 Years +

Brief 17 _ Brasilia 50

Brasília 50 pushes the awareness and interaction towards Brasilian design and culture by having four different strands, focusing on print exhibitions, design talks, discussions and exhibitions of Brasilian icons, and screenings of culturally important films.

Deconstruction

All geometric imagery, and illustration across material such as posters focus on a deconstruction of Oscar Niemeyer’s architecture. Creating a strong, bold and a modernist aesthetic aligning with the ethos of Brasília, and fundamentals of architecture.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Primary Colours

The Brasîlia flag, and national flag itself has strong use of primary colours such as yellow. Colour is an iconic aspect of Brazilian culture, and forms a vital part of the Brasîlia 50 identity, aesthetically but also systematically.

All facets of the festival, possess their own colour and colour coded collateral for ease of use, and wayfinding, the tickets are an example.

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Final Solution 02

Brief 17 _ Brasilia 50

50 Prints 50 Films 50 Minutes 50 Icons 50 Years +

Programme

The Brasîlia programme is an extensive guide to all events scheduled to take place everyday of the festival, but also providing biographical, and cultural articles giving further insight into Brasilian culture and icons, such as Pelé.

Oscar Niemeyer’s architecture is further referenced in the form of a die-cut front cover creating an architectural form.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Postcards

Brasîlia 50 aims to be an international celebration attracting designers and individuals interested in arts and culture from around the world, postcards further extend this notion.

All notions, are again colour coded and correlate with the relative strand of the festival, all joining together to create an architectural form.

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Idents & Moving Image

Brief 17 _ Brasilia 50

Abbas Mushtaq:

Extended Practice Submission 22/05/14

02

Ident 02 extends the second graphic system of Brasîlia 50, which is masked images through the logo. The images change, and slowly pan across, creating a variety of short 5 second idents. To be used before talks, or as spatial visualisation in environments.

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02

A web, and digital presence is vital for a contemporary event. Idents and short transitions such as the stills above, allow Brasîlia 50+ to add a layer of legitimacy to videos, presentations and online channels to share content on.

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Ident 01 focuses on the idea of building with abstract shapes appearing and physically slotting into place, along with surfaces appearing and disappearing quickly, finally creating the full Brasília 50 logo.

This moving image would be used as introductions on all media across, such as design talks as part of ‘50 Minutes’, on digital platforms such as Youtube.

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Final Solution 03

Brief 17 _ Brasilia 50

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Tone of Voice & Language:

A primary aim throughout was to be clear, and concise in communication, allowing each material, from invite, to invoice being clear in it’s message immediately.

Tone of voice, aims to be friendly and approachable. Mixing Portuguese language, with a more worldwide approach of English, being careful to use words almost universally recognisable, such as “Olá!” as you open the envelope.

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Application

Brief 17 _ Brasilia 50

Logo Application

The isometric logo lends itself well towards application on surface in a dynamic way for a more guerrila form of promotion focused on surface and form, as seen above.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Spatial Interaction

Brasîlia 50 moves aware from print and digital, and also incorporates sculptural promotion in the centre of Brasîlia’s greatest attraction. User interaction gains greater interest and awareness of the festival.

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Web Presence

Brief 17 _ Brasilia 50

www.brasilia50.com

Responsive Website

Brasília 50’s website across computer, tablet and phone allows further scope for an even more global audience.

Brasilia50.com again applies the modernist, and gridular aesthetic of print material to web, producing a direct relationship.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Search Transition

Colour is a huge part of the Brasília 50 identity, this isn’t left out of the website. Clicking on the search button fades the screen to the relevant colour in terms of content, for example 50 Films’ colour is red.

Viewing of content, presentations, lectures, and booking of film/talk tickets is available online.

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Application 02

Brief 17 _ Brasilia 50

Global Attraction

A major source of audience for Brasîlia 50 will be tourists from around the world, especially so because of the increased attention towards Brazil with the World Cup drawing near.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Brasília 50 Apparel

All staff create a colourful and friendly atmosphere by wearing colour-coded apparel related to the associated section of the festival. Staff members are easy to locate, and share an interesting quote to further extend the topic/theme.

The promotion takes advantage of this with an interactive app tailor made for airplane seating, before you even land in Brazil you already know of what’s going on at Brasîlia 50.

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