![](https://freight.cargo.site/t/original/i/d26ee3d2c5ecac2f38546f22ff9e90cca3a08baf0c224055f19c0b8bc33cb5ef/hero_sonar.png)
sónar
identity system
Sónar is one of the largest electronic music events in the world which takes place annually in Barcelona.
My goal for sónar’s rebrand was to create a cohesive context for the performing artists while maintaining the integrity of their own aesthetics. While unifying the event’s many assets with a systematic visual vocabulary, a distinctive identity emerged from the aesthetics of pragmatism and computer logic.
related projects: s+, polyband
identity system
Sónar is one of the largest electronic music events in the world which takes place annually in Barcelona.
My goal for sónar’s rebrand was to create a cohesive context for the performing artists while maintaining the integrity of their own aesthetics. While unifying the event’s many assets with a systematic visual vocabulary, a distinctive identity emerged from the aesthetics of pragmatism and computer logic.
related projects: s+, polyband
The aesthetic vernacular of early electronic music was a key inspiration in sónar’s rebrand. The colors and utilitarian designs of vintage drum machines, synthesizers and oscilloscopes were interpreted through a high-res, contemporary lens to form the building blocks of this identity.
![](https://freight.cargo.site/t/original/i/f9093ce6be1ed5973f0e9ed5458e81cdcac6db9584a3e4d4e207ffbabe6a2764/posters_sonar_week134.jpg)
![](https://freight.cargo.site/t/original/i/eb5694ed9f2ee55971088a0fb0c3a2a437e28338525ae6cd6293be927e1b7143/posters_sonar_week133.jpg)
![](https://freight.cargo.site/t/original/i/951d4d310cec5b0a695011538ff0f511bf7f7cf474c196662d201cec507e8bba/posters_sonar_week135.jpg)
![](https://freight.cargo.site/t/original/i/be8e404611c6bd78203749db0f9303dcc52415591f9075d1eb97f04307e439d2/sonar_mobile2_ruben_griggs.jpg)
![](https://freight.cargo.site/t/original/i/b8d3c703117b813141ff4c074561ff33e6d038c1bb6b1c4dcf4e106aaab0e973/sonar_mobile3_ruben_griggs.jpg)
![](https://freight.cargo.site/t/original/i/628a2f5bf9fc11e27c957727a592db7e7eccc8f3702e08e47cbd6df48b4146b7/sonar_mobile1_ruben_griggs.jpg)
![](https://freight.cargo.site/t/original/i/340af1f7384e60b93fa67646206923b1b1a541f9018be5a081215cd11ab7faa7/posters_sonar_week13.jpg)
![](https://freight.cargo.site/t/original/i/0b9e831c64366046907b3d37dbeb42247e8793a31bf5c417d46c4481a568e25f/posters_sonar_week132.jpg)
The expansiveness of the festival’s programming is reflected in the grid which pervades the festival’s identity: a grid of limitless resolution and opportunity. The identity’s greens and greys are adopted from vintage audio equipment: the foundational tools of electronic music.
![](https://freight.cargo.site/t/original/i/a9b02deec012009c4d9818f87abbd66e1088dcbf743c02ef8ccec01ec591bfe7/spatial_thumbnail_week14.jpg)
![](https://freight.cargo.site/t/original/i/aafa63be0f1918893734aeda911b408d0857f155152be39f3470964d3a1880eb/spatial_thumb.jpg)
![](https://freight.cargo.site/t/original/i/e56ca2c8c6469fc2137ecf17d44e83ccbfcbd45e5dcff5b20719a936fc136ed5/spatial_thumbnail_week148.jpg)
![](https://freight.cargo.site/t/original/i/49eb193903fdd372a3e3812a441a02179a42add45df676dee039ea7ce06b3c8f/week10_sonar_spatial7.png)
![](https://freight.cargo.site/t/original/i/fa8f1fa7e19cdbeec6566b8601bf03a9c10964da87671488d270113b43fb596a/spatial_thumbnail_week145.jpg)
![](https://freight.cargo.site/t/original/i/a323233d125f06ae2bf3e37a046e963932848f6f06d0c5b6c25abf4c9c31abe4/week10_sonar_spatial8.png)