‘The idea behind the identity for Jazz South comes from the area in which the organisation works. As Jazz South works across the south, but not within the M25, we noticed the dent that London creates gave us the recognisable shape of an arrow. This allows us to not only give a nod to the shape of the region in the logo, but also an arrow pointing to its location in relation to the whole of the UK. When this is combined with the text, the arrow then works the other way, amplifying outwards from a single point. This creates a dynamic graphic shape which reflects Jazz South’s role to amplify the work of jazz artists, promoters and educators across the region — giving it greater profile both within the region itself and to wider national and international audiences.’
Concept by Oli Bentley, Split Design 2019
