Brand identity and comprehensive creative direction – including logotype and stationary, marketing materials and printed flyers, CD packaging, identity standards and website for Cielo, New York City’s legendary dance music venue.
Deliberately positioned as a lifestyle brand instead of a conventional nightclub, Cielo’s identity projects a positive, fun, and all-inclusive ‘look and feel’ which is designed to appeal to everyone from the experienced clubber to the occasional guest. Cielo’s logo is derived from an oval shape and exudes a friendly pop sensibility vaguely reminiscent of Frankfurter – the classic 70's typeface.
This oval shape, together with the iconic star symbol, are used as recurrent design elements throughout the identity and all printed materials. Cielo’s colour scheme consists of a dark blue-grey (representative of night) with a bright yellow-green which adds a touch of underground edginess.