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 TORONTO

Caribbean Carnival

 TORONTO

Caribbean Carnival

 Toronto Caribbean Carnival

Toronto
Caribbean Carnival

The Toronto Caribbean Carnival is an annual festival that celebrates Caribbean culture and pride within the Greater Toronto Area. The event hosts festivities ranging in a variety of music, revelry, cuisine, fashion, visual, and performance arts.

A product meant to improve low mood states through light therapy. It was designed to enhance human emotion patterns and complement existing light sources by introducing ambient lighting. The final deliverables consist of two parts—a physical product and a mobile application.

The Toronto Caribbean Carnival is an annual festival that celebrates Caribbean culture and pride within the Greater Toronto Area. The event hosts festivities ranging in a variety of music, revelry, cuisine, fashion, visual, and performance arts.

Duration

Duration

Duration

4 Months, 2017

8 Months, 2016-2017

4 Months, 2017

Role

Role

Role

Brand & Identity
Visual Identity

Product Designer
Industrial Designer 

Brand & Identity
Visual Identity

Tools

tools

Tools

Adobe Creative Cloud
Photography

Adobe Creative Cloud
Sketch + Principle
Photography
Laser Cutter

Adobe Creative Cloud
Photography

Interested in how this project was created?

Interested in how this project was created?

History & research

History & research

The Celebration
     of Caribbean Culture

The Celebration
     of Caribbean Culture

The Celebration
     of Caribbean Culture

Logo Evolution

Logo Evolution

The Toronto Caribbean Carnival started as a parade in the ‘60s. Formerly, the festival was known as Caribana, an alias that is still synonymous with the parade despite the name change. The visual identity of the Toronto Caribbean Carnival has changed multiple times over the last few decades.

The Toronto Caribbean Carnival started as a parade in the ‘60s. Formerly, the festival was known as Caribana, an alias that is still synonymous with the parade despite the name change. The visual identity of the Toronto Caribbean Carnival has changed multiple times over the last few decades.

The Spirit of the Caribbean 

The Spirit of the Caribbean 

While this specific festival takes place in Toronto, the carnival itself originated in the Caribbean, with the most notable version of it being from Trinidad & Tobago. Toronto continues many of the traditions that eminate from the Caribbean, while combining different aspects from notable countries such as Trinidad & Tobago, Barbados, Guyana, Antigua, Jamaica and the Bahamas.

While this specific festival takes place in Toronto, the carnival itself originated in the Caribbean, with the most notable version of it being from Trinidad & Tobago. Toronto continues many of the traditions that eminate from the Caribbean, while combining different aspects from notable countries such as Trinidad & Tobago, Barbados, Guyana, Antigua, Jamaica and the Bahamas.

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caribana
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Branding

Branding

The Visual Identity

The Visual Identity

The Visual Identity

The rebranding for the 50th anniversary is meant to pay homage to its former logos and incorporate elements of the past in a new/ contemporary spin on the festival. The elements that are used are meant to capture the vibrant energy of the carnival.

The rebranding for the 50th anniversary is meant to pay homage to its former logos and incorporate elements of the past in a new/ contemporary spin on the festival. The elements that are used are meant to capture the vibrant energy of the carnival.

The rebranding for the 50th anniversary is meant to pay homage to its former logos and incorporate elements of the past in a new/ contemporary spin on the festival. The elements that are used are meant to capture the vibrant energy of the carnival.

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TorontoCaribbeanCarnival-Logo

Symbolism

Symbolism

The icon is a large part that creates the dynamic of the brand. It captures rhythm, movement and colour; key components that are important to the festival. The forms and colours in the primary logo were carefully selected to draw upon meaning of the carnival and the caribbean. 

The icon is a large part that creates the dynamic of the brand. It captures rhythm, movement and colour; key components that are important to the festival. The forms and colours in the primary logo were carefully selected to draw upon meaning of the carnival and the caribbean. 

TorontoCaribbeanCarnival-Symbolism

Alternate Lockups

Alternate Lockups

The logo be used in a variety of different orientations, both vertical or horizontal depending on it's medium. An anniversary stamp may be included to commemorate significant milestones of the carnival.

The logo be used in a variety of different orientations, both vertical or horizontal depending on it's medium. An anniversary stamp may be included to commemorate significant milestones of the carnival.

TorontoCaribbeanCarnival-LogoHorizontal
TorontoCaribbeanCarnival_Logo_Stacked
TorontoCaribbeanCarnival_Logo_Stacked_AnniversaryStamp

Colours & Gradients

Colours & Gradients

The variety of different colours used in the parade are used thoughout the brand. Gradients are an essential part of the colour scheme. They allow there to be another layer of depth that allows the audience to connect further with the logo. When pairing colours together, it is important that they are analogous or complimentary colours.

The variety of different colours used in the parade are used thoughout the brand. Gradients are an essential part of the colour scheme. They allow there to be another layer of depth that allows the audience to connect further with the logo. When pairing colours together, it is important that they are analogous or complimentary colours.

Colour Palette
TorontoCaribbeanCarnival_Gradients

Primary Typography

Primary Typography

Galano Grotesque is used in the logo and in header text. It is also the typeface that is used in the logo. It has a modern feel which is the result of a harmonization of width and height to support legibility. 

Galano Grotesque is used in the logo and in header text. It is also the typeface that is used in the logo. It has a modern feel which is the result of a harmonization of width and height to support legibility. 

TorontoCaribbeanCarnival_TypeSpecimen_03
TorontoCaribbeanCarnival_TypeSpecimen_02
TorontoCaribbeanCarnival_TypeSpecimen_04

Secondary Typography

Secondary Typography

Domaine Display is used as secondary typography because of its lush swishes and elegance. The letterforms itself provide a nice contrast of thin and thick strokes. It evokes a feeling of liveliness which is the heart of the carnival. 

Domaine Display is used as secondary typography because of its lush swishes and elegance. The letterforms itself provide a nice contrast of thin and thick strokes. It evokes a feeling of liveliness which is the heart of the carnival. 

TCC-TypeSpecimen-Secondary-1
TCC-TypeSpecimen-Secondary-2

Brand Guidelines

Reflection

Brand Guidelines

The complete guidelines for the brand identity of the Toronto Caribbean Carnival includes specific rules about the usage of the logo in both digital and print. 

The complete guidelines for the brand identity of the Toronto Caribbean Carnival includes specific rules about the usage of the logo in both digital and print. 

TorontoCaribbeanCarnival_Mockups_BrandGuidelines_01

COLLATERAL APPLICATION

COLLATERAL APPLICATION

COLLATERAL APPLICATION

Applying the Visual Elements

Applying the
Visual Elements

Applying the
Visual Elements

To create a more continous feel, the brand is applied in different ways throughout both digital and printed pieces. The introduction of coloured gradients helps create a sense of togetherness throughout all pieces, while remaining unique in their own way.

To create a more continous feel, the brand is applied in different ways throughout both digital and printed pieces. The introduction of coloured gradients helps create a sense of togetherness throughout all pieces, while remaining unique in their own way.

To create a more continous feel, the brand is applied in different ways throughout both digital and printed pieces. The introduction of coloured gradients helps create a sense of togetherness throughout all pieces, while remaining unique in their own way.

Business Cards

Business Cards

Business Cards

The front of the card features the icon of the Carnival, while the reverse features the person’s contact information. Both sides of the card are dark grey with a gradient placed in the bottom corner.

The front of the card features the icon of the Carnival, while the reverse features the person’s contact information. Both sides of the card are dark grey with a gradient placed in the bottom corner.

The front of the card features the icon of the Carnival, while the reverse features the person’s contact information. Both sides of the card are dark grey with a gradient placed in the bottom corner.

TorontoCaribbeanCarnival_Mockups_BusinessCards_01

Letterhead

Letterhead

Letterhead

The letterheads are made to ensure clarity and readability. It uses a grid system to create visual interest on the page. The master page would include the logo in the top-left corner and the gradient running across the bottom of the page. 

The letterheads are made to ensure clarity and readability. It uses a grid system to create visual interest on the page. The master page would include the logo in the top-left corner and the gradient running across the bottom of the page. 

The letterheads are made to ensure clarity and readability. It uses a grid system to create visual interest on the page. The master page would include the logo in the top-left corner and the gradient running across the bottom of the page. 

TorontoCaribbeanCarnival_Mockups_Letterhead_02
TorontoCaribbeanCarnival_Mockups_Letterhead_01

Promotional Posters

Promotional Posters

Promotional Posters

Posters that are used to promote the carnival features bright photographs to embrace the embodiment of the parade. It lists all the major events on the poster.

Posters that are used to promote the carnival features bright photographs to embrace the embodiment of the parade. It lists all the major events on the poster.

Posters that are used to promote the carnival features bright photographs to embrace the embodiment of the parade. It lists all the major events on the poster.

TorontoCaribbeanCarnival_Mockups_Poster_02

Event Tickets

Event Tickets

Event Tickets

Tickets for an annual event, Soca or Die, which occurs before the Grand Parade.

Tickets for an annual event, Soca or Die, which occurs before the Grand Parade.

Tickets for an annual event, Soca or Die, which occurs before the Grand Parade.

TorontoCaribbeanCarnival_Mockups_Ticket_01

While Soca or Die is a real event, the “Eclipse” version is fictional. This is, in no way, affiliated with the actual event.
The Soca or Die logo is property of its rightful owners and is used only for presentation purposes.

While Soca or Die is a real event, the “Eclipse” version is fictional. This is, in no way, affiliated with the actual event.
The Soca or Die logo is property of its rightful owners and is used only for presentation purposes.

While Soca or Die is a real event, the “Eclipse” version is fictional. This is, in no way, affiliated with the actual event.
The Soca or Die logo is property of its rightful owners and is used only for presentation purposes.

Press Pass

Press Pass

Press Pass

A press pass is used for employees or volunteers that are working at the event’s Grand Parade. 

A press pass is used for employees or volunteers that are working at the event’s Grand Parade. 

A press pass is used for employees or volunteers that are working at the event’s Grand Parade. 

TorontoCaribbeanCarnival_Mockups_PressPass_01

Website

Website

Website

The website features a countdown bar that concludes with the launch of the carnival. This also features information about what events are happening, how to purchase tickets, and how to get to the locations. 

The website features a countdown bar that concludes with the launch of the carnival. This also features information about what events are happening, how to purchase tickets, and how to get to the locations. 

The website features a countdown bar that concludes with the launch of the carnival. This also features information about what events are happening, how to purchase tickets, and how to get to the locations. 

TorontoCaribbeanCarnival_Mockups_Website_01

Totebag

Totebag

Totebag

 A tote bag featuring the icon. The carnival features boutiques which sells items related to/from the Caribbean.

 A tote bag featuring the icon. The carnival features boutiques which sells items related to/from the Caribbean.

 A tote bag featuring the icon. The carnival features boutiques which sells items related to/from the Caribbean.

Tote Bag Mockup

Say Hello!
Let's create something beautiful together.

Say Hello!
Let's create something beautiful together.