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Case Study 04. Now Wave
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Background Now Wave are a group of Manchester based music promoters and live DJ’s. They started up in 2007 and have since gone on to big things, branching out to gig’s all over the UK. They have promoted gigs for the likes of THE XX, WU TANG CLAN, FOUR TET, CARIBOU, JAMES BLAKE, BATTLES, FLYING LOTUS, CUT COPY, EVERYTHING EVERYTHING, FRIENDLY FIRES, SLEIGH BELLS, GRUFF RHYS, WASHED OUT, FOALS, WILD BEASTS & many more.
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Brand I chose to look at Now Wave because they use a “Brand System� like some of the other case studies I have looked into. They use a number of things which includes a logo, pattern, type and photography in a way which makes it instantly recognisable to them.
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Type The typography is instantly recognisable when used through Now Waves promo material. For a start, Helvetica is almost always used and then the layout is consistant always. They have two logos used top left and right. The type version and the image based with slogan version. The layout continues.
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Circlular Pattern This circular pattern is collaged within every single photograph used of all artists that are being promoted. This is another way to keep consistant and to make people understand who the gig promoters are, just through the use of pattern overlayed with imagery.
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“Sticker” Every poster has this circle “sticker” like shape placed on the left hand side. In here mentions the Band Name, Promoters Name and the Date. This is another consistant touch which brings recognition to the brand when used week in week out.