Two Cities, One Voice.
Client
Biennale Barocca
Work
Event Identity
Services
- Creative Direction
- Art Direction
- Visual Identity
- Editorial Design
- Graphic Design
Challenge
Junges Musikpodium is a German cultural association that stages the Baroque Music Biennale across Dresden and Venice. With each edition, the event appeared in a graphic guise different from the last, and this lack of coherence and continuity kept it from building lasting recognition. We were entrusted with giving it a strong, enduring identity, along with its supporting materials: posters, banners and standards, and brochures presenting the programme and its context.
Thinking
The real challenge was not designing the look of the next edition, but building an identity able to cross the years without scattering the legacy accumulated along the way. We sought a modern language with an immediate echo of the Baroque: in form, through Bodoni and its sharp contrast between thick strokes and hairlines; in color, through a grey paired with an ochre yellow that evokes gold. The guiding idea is a timeless refinement, built on clarity and restraint, that does not age with passing fashions.
Outcome
The system takes shape from the logotype, built on Bodoni lettering, and extends to the posters, banners and standards, through to the brochures that gather the programme and context of the event. Grey and ochre remain the constant palette, while a unified photographic style binds the images together, so that every medium speaks the same language. The result lends the Biennale presence and weight, with an international touch worthy of its double stage.
Impact
Today the Biennale has an identity that no longer needs rewriting with every edition: it scales across very different formats, from poster to standard, and is simple to reproduce without losing coherence. Its heritage accrues rather than dissipates, and the event presents a stable, recognizable and familiar face in Dresden and Venice alike.
