Tetris Club —
Art direction ✓ Graphic design ✓
The identity for the 2013/2014 season of Tetris music club centers its concept on the rim element. A huge yellow round ellipse is placed on every promotional material of the club (A0 calendar posters showing monthly all the events in schedule, members cards, shoppers, pins, website, single events flyers and posters), represeting — by one, conceptual side — the idea of a ‘circle’ where members meet themselves and enjoy together good and varied musical gigs, and presenting — by another, more technical side — a pretty recognizable and impactful graphic element on which the whole communication of the room is focused and arranged. By changing just the size and position of the round ellipse in the different materials the identity gets fizz and freshness, but also elegance and clarity. The use of a modern sans serif font coupled with a more tradicional serif one, the use of only black and yellow colors, the linearity and stiffness of the design grids make the communication contemporary and likeable by several different attendances, with different musical tastes.
But all around the round ellipse concept (sorry for the word pun…) there also developes another aspect, an aspect of artistic disclosure and of viewer’s personal interpretation of the Tetris communication. These aspects are expressed first through the quotation of verses of famous songs that have in their lyrics the month-word (for example: september, october, and so forth) of the calendar posters. The verses — treated with some bold and ad-hoc crafted letterings, different from month to month — ‘explode’ on white paper foils presenting sort descriptions of the events and the gig dates. A visual contrast with the black walls and the dark environment inside the room. A glamourous introspective mood of the identity — felling standard clichés — is offered to the audience, not forced to only watch the modular calendars rigidity but also free to interpret the meanings of the affichées and read them not just as infographics but (also) like as an artistic piece.
The divulgative approach
of the single gig flyers
Also the single gig flyers and posters of the Tetris club 2013/2014 season feature a ‘divulgative’ and ‘interpretative’ approach. Underneath the yellow ellipse with the gig’s performers name, date and short genre description there are presented images, captures of famous ‘pieces of art’ going from painting to sculpture, from comics to photography. Each event features a different artistic scenery, completely involving the viewer to immagine — through the observation of the image — and interpret the mood and the atmosphere of the gig promoted. The identity here wants to transmit the feelings of the announced event only by watching different artistic masterpieces, historic or contemporary, putting the viewer in foreground while interpreting the gig’s groove.
There was no remuneration for these works, all the stuff shown here is non commercial. The verses used in the monthly calendar posters are by (artist) and taken from (song): Earth, Wind & Fire — September (september), U2 — October (october), Guns ‘n Roses — November Rain (november), Linkin Park — My December (december), Frank Sinatra — June In January (january), The Appleseed Cast — February (february), Antonio Carlos Jobim — Águas de Março (march), Simon & Garfunkel — April Come She Will (april). The images used for the gig flyers are opera of the following artists: Gerhard Richter (Machweo), Dan Flavin (Uendi), Paul Klee (The Authentics), DKNG Studios (Galaxy 666), Gustave Doré (Reverend Backflash), Mark Ryden (L’orso), Félix Vallotton (Elk), Eyvind Earle (Erin K), Lucio Fontana (KK Null), Robert Crumb (Japanther), Robert Longo (Calibro 35), Carmelo Silva (Zeman), Walton Ford Chingado (King Mastino), Frank Auerbach (Barbacans), Mike Hinge (The Cyborgs), Richard Avedon (Mercatino #1), Helmut Newton (Halloween Party), Augusto Giacometti (Coloured Sweat), René Magritte (Amari), Dagospia (Mani Pulite), Lucas Simões (Owl), Jean-Honoré Fragonard (Riccardo Gileno), Sugimoto Hiroshi (Saroos), Hans Feurer (Dimartino), Aeron Alerey (The Modern Age Slavery), Hans Baldung Grien (Tons), Antônio Parreiras (Disquieted By), Klaus Fußmann (Greta Moisè), Alfred Janes (Elbow Strike), Marc Chagall (Edwina & Deko), Jackson Pollock (Chewingum), Maurizio Cattelan (X—Mas Cheer), Joel Meyerowitz (Nine Eleven), David Lachapelle (New Year’s Eve Party), Erwin Olaf (M+A), Robert Capa (Sgrud), Charles Sheeler (Zeus!), David Inshaw (Platonick Dive), Guy Peellaert (Gonzales), David Alfaro Siqueiros (Holy), H&M (The Socks), Cecily Brown (Rue Royale), Damien Hirst (The Butterfly Collectors), Davide Toffolo (Davide Toffolo), Nick Knight (Siennà), Katsushika Hokusai (End Of A Season), Natalia Goncharova (The Sade), Moebius (Alexander Robotnick), Bridget Riley (Jane J’s Clan), Sarah Moon (Mercatino #2), Elisworth Kelly (Gazebo Penguins), Tamara De Lempicka (Alasca), Marion Peck (Il Cane), Berenice Abbott (Phinx), Caspar David Friedrich (Alaskan), Louis Porter (Alfabox), Erwin Wurm (BQ:Ram), Albrecht Durer (Grime), Raffaello Sanzio (The Academy), Jon Allen (Raw Power), Pieter Bruegel (Ooze), Maurits Cornelis Escher (King Bravado), Atari (Myspace Invaders), Arnold Böcklin (Stu Larsen), Carl Spitzweg (Men Of North Country), Paul Delvaux (Chiara Vidonis), Will Sanders (Electro Sacher), Tyler Spangler (Chambers), Henri Matisse (Lume), Steven Miesel (Mercatino #3). The use of these images was intended as a homage, no profit earned by me from their availment. The single authors of the operas used were of course credited on each flyer realized.
Creative direction → Aleš Brce, Giovanni De Flego
Art direction → Aleš Brce, Giovanni De Flego
Graphic design → Aleš Brce, Giovanni De Flego, Marco Boncompagno
Link → Tetris website
Year → 2013/2014