Billboard Hot 100 Music Festival

Billboard Hot 100 Music Festival

So hot, it’s cool!

I can sometimes be guilty of featuring brands with a certain style that checks some of my boxes, especially when there’s nothing “big” on my radar from some huge multinational. So today’s effort isn’t sparklingly new, but it did appear in my feed towards the end of August. It’s also not what I’d typically choose to feature and although I like it and it’s exceedingly accomplished, it’s not my style.

Created by JThree concepts, this is the branding for the 2016 Billboard Hot 100 festival hosted at the end of August at Long Island, New York.

It’s a colourful, bulging, bold illustrative bit of branding featuring dripping bubble writing and trippy, chunky vector like characters.

Everything is supplied to look like stickers, often to mimic a surreptitious ‘fly posting’ style, because the youth do that kind of thing don’t you know? And it works. The branding is cohesive but chaotic, bringing that melting main logo together with the existing Billboard brand and throwing in some sharper graffiti-like lettering for hashtags.

The character illustrations are the real star, the bulbous Hot 100 could be almost any of the alternatives in the logo exploration you see below and still pull off a suitable effect when paired with some angry melting lollipops and giant purple mouth octopus  monsters.

Grab your shades then and enjoy the bright glory of this most exuberant piece of branding…

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WANTAGH, NY - AUGUST 21:  View of signage during the 2016 Billboard Hot 100 Festival - Day 2 at Nikon at Jones Beach Theater on August 21, 2016 in Wantagh, New York.  (Photo by Kevin Mazur/Getty Images for Billboard)

WANTAGH, NY – AUGUST 21: View of signage during the 2016 Billboard Hot 100 Festival – Day 2 at Nikon at Jones Beach Theater on August 21, 2016 in Wantagh, New York. (Photo by Kevin Mazur/Getty Images for Billboard)

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