Harmoniya
branding
overview
Harmoniya is a Chicago-based music and arts festival that spotlights and uplifts Asian artists. The Asian music scene is largely concentrated on the West and East coasts, namely California and New York. Harmoniya fills the gap, bringing Asian music, art, and culture to the Midwest. The festival happens at the end of May, closing out Asian American and Pacific Islander Heritage Month.
solution
Asia is the largest continent in the world, comprising a vast and diverse array of ethnic groups, languages, and cultures. Harmoniya’s branding is an amalgamation of Asian cultures, pulling inspiration from multiple countries to create a comprehensive set of guidelines and assets that reflect the heart of the festival.
Harmoniya’s branding takes inspiration from Asian signature seals/stamps. The icons are a fusion of Asia and Chicago, as stars are featured on the Chicago flag and many Asian flags. The rich, vivid palette demands visibility, mirroring the passionate energy of the festival while also reflecting the festival’s mission to spotlight Asian artists.
