When my boss from Mural Arts became the managing director of Intercultural Journeys, she recruited me to continue designing for her. We decided to rebrand IJ to update and develop its original image. One of the main problems with the old brand was that the name led many people to think it was a travel agency. With that in mind, I developed this J mark out of an idea presented to me to represent the music, movement, and energy one would encounter at an IJ concert paired with the humanist sans-serif typeface, Gill Sans, to be bold, modern, and welcoming to the IJ audience.
While we decided to keep the logo primarily in black as an allusion to how sheet music would be written, I also created a new color scheme by looking at what colors were typically present on stage at IJ concerts. I quickly realized these were tertiary colors, which acted as a great visual metaphor for the interconnection that IJ seeks to create. To unveil the new color scheme, I created these four stickers by extracting the silhouettes of performers from the photos of previous seasons and placing them into the format of the primary logo. Also included in the rebrand was a simple stationery package, postcard templates, and brand guidelines to help IJ maintain visual consistency with their new brand.