FASCHING
03
Background: Fasching was founded in 1977 by Swedish jazz musicians who wanted a stage where jazz and progressive music could live on their own terms. Today it is Sweden’s national stage for jazz, a non-profit institution presenting everything from jazz to soul, funk, electronic, spoken word and hip-hop.
The brief: Despite its heritage and breadth, Fasching is still often perceived mainly as a jazz club, a label that can feel old-fashioned and inaccessible to younger audiences. Many visitors come for a specific artist rather than for Fasching itself, making smaller acts harder to fill. The challenge is not the quality of the program but the lack of a clear, recognizable voice. Fasching needs to strengthen its own identity, attract younger audiences, and make its community visible outside the venue.
+46 72 936 83 98
NELLIE.OLSSON@STUDENT.BERGHS.SE
NELLIE OLSSON
GRAPHIC DESIGN STUDENT
STOCKHOLM, SWEDEN
GRAPHIC DESIGN STUDENT
Insight: Fasching’s power lies not only in the music performed on stage, but in the shared that sparks when artists and audience collide. That exchange is the heart of call and response.
In jazz, call and response is conversation. A line offered, a rhythm returned, an idea transformed. It is where performance becomes dialogue and improvisation becomes community.
Logotype: Fasching cannot exist without its community; without the audience it would be just an empty room. The logotype is designed as a dialogue between stage and audience, leaving space for response and participation. In the middle of the name, the letters C and H are missing and replaced by handwritten versions created by different people. They represent the voices of the audience, free, unpredictable and alive, the ones who make Fasching complete. The form is never fixed the logotype can evolve, change and be rewritten by many hands.
Typography: Speaks in two voices. Like the logotype, it’s built on dialogue, the digital type is clear and direct, asking the question, while the handwritten responds. Together they create a conversation that feels alive, human, and uniquely Fasching.
Tone of voice: Fasching’s tone follows the idea of call and response, like when you hear the start of a song and instantly know what comes next. “Wise men say…” or “When I find myself in times of trouble…” the line invites you to answer. Fasching speaks in the same way, it invites people to take part, without forcing or pushing, leaving space for others to join in naturally.
Course:
Strategic Design
Team:
Johanna Körner
Nellie Olsson
