Jazz at Lincoln Center

Logo, Identity System, Strategy, Advertisements, Environmental, Video, Many collateral materials

Jazz at Lincoln Center knew it had a timeless and engaging product but its materials and communications felt outdated. Even the iconic 'JAZZ' logotype felt like it needed a bit of a facelift. DDB founder and Chairman Emeritus Keith Reinhard lead the organization through a deep soul search. The outcome was a new brand promise, Jazz at Lincoln Center and jazz will leave you feelin’ good. A collaboration with Paula Scher lead to the redrawing of the JAZZ logotype and a customized version of Neutraface. The custom typeface, dubbed jelly roll, features a ‘filled’ version that reinforces the logo and creates visual rhythm. Read more here.

Client: Jazz at Lincoln Center

Creative Director: Luis Bravo 

Strategy: DDB and JALC

Typeface and Logo: Pentagram and JALC 

Typeface digitization: Jeremy Mickel (MCKL)

Design: Luis Bravo, Maya Sariahamed, Casey Walter, and Ho-Mui Wong

Photography: Whit Lane and Marylene Mey