Identity for Cross-border Concert Series That Brings Barriers Down When the Curtain Rises

How does a binational music festival embrace a bigger story? With border issues becoming increasingly politicized, the inaugural San Diego Tijuana International Jazz Festival needed to create a positive perception for its cross-border concept. Visual identity: Staging the story By reimagining the border fence’s iconic vertical bars to suggest curtains framing a stage, the identity presents a vision of musical common ground. The full wordmark references the festival’s binational footprint with alternating, back-and-forth typography; while hot, zesty colors reflect its Latin jazz focus. A secondary shorthand version is designed to work separately, or together with the full name. Brand toolkit: Making some noise Elements from the logo and a vibrant color treatment add energy and ownability to