Monterey Jazz Festival

The legacy of Monterey Jazz invites a continued identity evolution with each new year. For their 67th annual festival, a grander change was in order as the MJF team ushered in its new Artistic Director, Darin Atwater, whose vision for the festival aimed for a bolder, wider impact. Simultaneously drawing focus to a more clear set of attributes to entice prospective attendees, along with their support of education within music, the goal was for the branding to have a contemporary appeal that draws in a more diverse audience globally, while paying homage to the iconic performers of the past through improvisation-inspired sketches and handcrafted typographic accents.