Ella Fitzgerald Jazz Bar - Visual Branding Project

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Fitzgerald Jazz Bar is a concept designed to pay homage not just to the incomparable Ella
Fitzgerald, a pillar of the female voice, but jazz itself, a true American movement of culture and
music that laid the foundation of modern music. A re-imagination of a fervent past, this
entertainment and social concept aims to capture the passion of the Age of Jazz. More than
just music, jazz is the evolution of the Gospel, the voice of many.

The visual concept illustrates the sultry, smoky, intimate quality of the Fitzgerald Jazz Bar
through art deco fonts and sleek design to mirror the sophistication and elegance of the 20’s.

The campaign’s palette is comprised primarily of midnight blue and emerald green. These
colors are a nod to the possibility nighttime and nighttime activities hold and the sultry
moodiness of midnight juxtaposed with the glow and gleam of a gemstone. Ella is that
gemstone, her unmistakable voice a jewel breaking through the darkness. Her voice is a force of nature and beauty, but she is not a fairy tale. She is not soft or fragile, she has a strength that is unyielding and resilient.

Recurring elements are the prominent ‘Z’, an integral and unique part of both Fitzgerald’s name and jazz itself, as well as a pattern created by the number ‘253’. This number signifies the address of The Apollo Theater in Harlem, New York, one of Ella’s first and most frequented performance venues.