idtv is an online Arts & Culture network which educates, inspires, and creates change through artistic experiences, the production of multi-media content, and the promotion of artists reaching their full potential. idtv is looking for a clear brand direction which engages their young creative audience and entices contributors to join the network.
Research—Profiling idtv’s audience of creative 18–35 year olds. Discovery sessions to understand the brand mission and brand story.
Mood Boards—Special attention to exploring a unique brand voice, personality, and image which appeals to gen y (millennials) and gen z.
Idea Generation—Concept—idtv’s branding is radical, dynamic, tech-y, and artistic. The overall concept is rooted in an odd marriage of two aesthetics: Pop Art and 17–20th C. Traditional Blackletter.
Logo Design—Personal exploration of Fraktur calligraphy. The finished logo draws inspiration from traditional news publications, and is infused with a rock and roll edge.
Colour Palette—The vibrant colour palette is influenced by pop art and technology. The core colours of red, blue, and yellow ground the brand and are paired with four complimentary colours: violet, magenta, lime, and cyan—used for accents, embellishments, and variation.
Photography—High contrast, varied, and flexible—featuring split tones and glitch effects.
Typography—Fette Fraktur, a Blackletter (Fraktur) font from the 19th C., is used sparingly as a decorative font—always in lowercase letters. As a contrast, Eurostile is employed for its dynamic technological aura, and is used for both headlines and body copy.
Design Elements—To emphasize the tech-y vibe, design elements like dotted matrixes, straight lines, glitch effects, and geometric shapes are used. For the idtv spring and winter events, a paint motif is used to reinforce the artistic identity of the brand.
SERVICES—Design / Branding / Art Direction
CREDITS—Junior Designer: Olivia Diliberto / Motion Graphics: Fredy Mendoza, Jenna Oakley / Photography: J. Alex Brinson / Social Media: Sarah Brinson
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