awaz festival art direction, identity → 2020
AWAZ is a music festival held in Kazan that talks about a new interpretations of ethnic and folk music and shows them in the modern and post-colonial reality.
The 3 days of the event include live performances by ethnic instrumental bands and contemporary electronic artists, lectures and an educational program.
The 3 days of the event include live performances by ethnic instrumental bands and contemporary electronic artists, lectures and an educational program.
The design intentionally avoids the clichéd symbols and motifs commonly associated with ethnic and oriental festivals, even though this direction was initially suggested by the client.
Instead, the visual language aims to show how folk culture influences contemporary music and art. As a result, the design turned out to be restrained, self-sufficient, and lightweight, with careful attention to detail and a subtle, unobtrusive sense of belonging to folk culture.
The logo and graphic system were developed simultaneously. Early logo iterations leaned too heavily toward an oriental aesthetic, but through refinement a more balanced and appropriate solution was ultimately achieved.
Instead, the visual language aims to show how folk culture influences contemporary music and art. As a result, the design turned out to be restrained, self-sufficient, and lightweight, with careful attention to detail and a subtle, unobtrusive sense of belonging to folk culture.
The logo and graphic system were developed simultaneously. Early logo iterations leaned too heavily toward an oriental aesthetic, but through refinement a more balanced and appropriate solution was ultimately achieved.
The logo doesn't copy Arabic or other ancient fonts, but these motifs are felt in it. Although it is absolutely geometric. It's also lucky that the letters W and Z have the same shape. It makes the logo intricate.
The graphic elements contain several metaphors. This is a code of culture, fragments of oriental carpets and clothes. But in a reduced condition. Like from the digital world. Also I added a few blur and flash elements. Because the night sky can see all nations at all times.
Green was chosen because it is the color of Kazan and many nations use it in their flags.
The graphic elements contain several metaphors. This is a code of culture, fragments of oriental carpets and clothes. But in a reduced condition. Like from the digital world. Also I added a few blur and flash elements. Because the night sky can see all nations at all times.
Green was chosen because it is the color of Kazan and many nations use it in their flags.