The assignment was to pick an art venue in New York that closed its doors during the pre-web era and translate the space’s cultural and historical significances to the 21st century.
Fillmore East was Bill Graham’s rock venue which was open from 1968 to 1971. It featured some of the biggest acts in rock music at the time and quickly became known as “The Church of Rock and Roll”. The Joshua Light Show was an integral part of many performances, with its psychedelic art lighting on a backdrop behind many live bands.
Many well-known artists/bands started performing in Fillmore East before they were even famous, including: The Allman Brothers Band, King Crimson, Led Zeppelin, Pink Floyd, The Doors, The Who, The Jimi Hendrix Experience, The Grateful Dead, Creedence Clearwater Revival, The Beach Boys, Jefferson Airplane and Iron Butterfly. Most of these artists/bands recorded live albums at the Fillmore East because of the auditorium’s great acoustics.
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Brand Identity
The three logos are a way to modify Fillmore East’s culture and history into the modern world. They all illustrate the initials (F & E) of the rock venue. Playing with the interaction of positive and negative space, direction and perspective, the aim was to transform the psychedelic atmosphere of Fillmore East into a more digital and minimized world.
Vertical Posters: The Doors, Jimi Hendrix, The Who
Horizontal Posters: Led Zeppelin, Pink Floyd, Creedence Clearwater Revival