alexis.jeuffrain
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● Identity · Music

CTRL

Playful, but under control. Identity for an underground electronic music studio in Shanghai, mixing arcade culture and electronic music into a system free to play while still reading as organised.

Client
CTRL studio, Shanghai
Role
Identity
City
Shanghai
Deliverables
Identity, WeChat articles, blog, posters, flyers, T-shirts, VJing, illustration
Years
2018
Status
Delivered
The CTRL logo in white pixels, extruded in perspective on black

From the place to the pixel

  1. 01The place

    The studio sits in a former air-raid shelter, under residential blocks from the 1950s and 60s. Its rooms line up like cubes placed side by side.

  2. 02The name

    Control, read against that layout of cubes: the starting point of the identity.

  3. 03The pixel

    A language taken from the first video game graphics: heavy pixels, visible cubes, the spirit of Pong, played at an oversized scale.

The mark

Drawn on a grid, cube by cube.

The logo on its construction grid, with the palette: black, white and yellow.
A black and white pattern made by repeating the logo.

The system

Numbers, pictograms, posters.

The article system was designed for WeChat, a format of its own on the Chinese market.

Pixel numerals from 0 to 9 on a grid, and a round sticker reading CTRL Sound Academy.
Posters, flyers, a pattern card and a business card on a yellow background.
Chinese type, a line illustration of the city, and the articles shown on phone screens.

In motion

The pixel, moving.

VJing: pixel animations on the screen above the booth.
The poster series, animated.

In the studio

A man at the studio entrance, the logo painted on the wall behind him.
A man wearing the T-shirt printed with the logo pattern.
A corner of the studio, the logo in black squares on the wall.