Client: Music & Beyond
Designer: Milusha Petrica (me)
Music & Beyond is a new classical music and multi-disciplinary arts festival based in Ottawa, Ontario. The festival pursues links with other art forms and cultural disciplines and music including visual art, drama, poetry, dance, architecture, science, law, food and wine and even yoga. Music and Beyond is virtually unique in the international field of music festivals. By tying together a wide range of other cultural disciplines, the festival creates a more “festive” atmosphere and help to attract an even broader audience to music.
M&B had a wordmark that was outdated and did not showcase the festival in its true light. I worked on a myriad of concepts before arriving at this particular one. I kept in mind that the client wanted a refreshed and elegant look. A design that would appeal to a younger demographic whilst still satisfying their loyal fan base. Since the Artistic and Executive Director of the festival was a musician himself and a cellist, we settled on a cello neck as the icon flanked by English and French text in a mature typeface to convey the bilingual aspect of the company.