Tallinn Music Week (TMW) launched its new website with the design of the upcoming festival edition today. The website of the biggest Nordic city festival was created by design studio Velvet, the author of the new visual identity is designer Mariana Hint-Rääk.
The task of the new design was to visualise precisely and metaphorically the main topics of this year’s festival: sustainable development in all its facets from environmental sustainability to urban development, from cohesive communities to promotion of equal rights.
Mariana Hint-Rääk designed an identity based on the symbol of portals. Mariana says the visual developed from moving between the several layers and levels of TMW: “The image of portals is the main element as it symbolises the movement from the bright facade of the festival towards deeper layers. The festival audience oriented outer layer of TMW is the enjoyment of a packed entertainment programme from music to design and food. However there is always a deeper meaning and impact behind. All these colourful parts of the programme compile a many-fold entertainment as well as honest and critical analysis of the processes in society.”
The illustration that opens behind the portal was created by the graphic designer and street artist Viktor Gurov. To stand out from the text and photo based shiny surface of the festival’s website and other channels Gurov used a punk-inspired DIY ethics, a more abstract visual language and handy tools – spoon, grass, paper knife, dishwashing sponge, match and whiteboard marker – to create the illustration.
The new visual continues the traditional two-colour combination in order to make the festival recognisable around the city. The main colours are bright dark pink and grey that is balancing the intensity.
With the new visual also a new official font “GT Eesti” has been adapted by TMW. The international font designers group Grilli Type, led by Reto Moser, derived the new font from the Cold War era graphic phenomena “Zhurnalnaya Roublennaya“ and Soviet era Estonian children’s books while making it modern and dynamic as is fit for the festival. The font exists in Latin and Cyrillic letters.
The new website of TMW was created by design office Velvet. The main aim has been to design a practical assistant for festival guests as well as delegates and artists by enabling easy navigation between different festival layers, artist presentations and web shop. The web follows the logic of the new visual by consisting of different layers and portals that allow to look underneath the surface. TMW 2017 programme will be launched on the website on 2 February together with My Festival Schedule tool.
Tallinn Music Week (TMW) is a weeklong celebration of talent, curiosity, creativity, freedom and equality. This year’s edition from 27th March to 2nd April will present the music festival line-up and two-day industry conference, a series of free City Stage concerts, a selection of eateries within TMW Tastes; TMW Arts programme, curated by the Estonian Contemporary Arts Development Centre, Design Market showcasing the most exciting Baltic and Scandinavian brands and designs, TMW Talks series with topics from music to science and societal issues, and Urban Space activities in collaboration with the interior architecture department of Estonian Academy of Arts.
TMW 2017 is presented by Nordea bank, the partners are Telia and Spotify, Estonian Ministry of Culture, Enterprise Estonia, Eesti Meedia and Nordic Hotel Forum.
The multi-genre festival programme of about 200 local and international artists will be released on 2nd February. Additional information: http://tmw.ee/programme
TMW 2017 festival passes are available for €50 at TMW web store until 31 January (from 1 February €60). Buy your festival pass at http://tmw.ee/store
Festival pass grants access to all concerts, provided the venue is not sold out, and offers discounts at the TMW Tastes restaurant festival. (In case the venue is sold out entry will be granted on first-come-first-served basis.)
TMW 2017 delegate passes are available for €175 until 31 January (from 1 February €250) at TMW web store.
Sign up as a delegate and buy your pass at http://tmw.ee/store/
TMW delegate pass grants access to the conference seminars and priority access to the music festival as well as the data-base of registered contacts.
A limited number of TMW 2017 priority passes are on sale in the web store for €150.
Buy your priority pass at http://tmw.ee/store
The priority pass provides an exclusive and personalized overview of the various events during the festival and access to the TMW delegates’ networking bars. Priority pass holders will have access to a personal help line (email and phone number) to guide you through the festival with personalized recommendations and assist with bookings for special events.
TMW2017 single concert tickets will be on sale from 2 February in Piletilevi.
TMW 2017 visual identity for downloading
tmw.ee/about/media-pack