Groove
Groove is a music venue in New York’s historic Greenwich Village that celebrates musicians and fans alike to preserve the soul of live music.
Order designed a typographic identity system that reflects it’s storied history, embraces it’s community, and builds a foundation for years to come.
Collaborators
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Project team
Jesse Reed, Partner
Garrett Corcoran, Designer
Juju Stojanovic, Design Intern
Megan Nardini, Operations
Brooklyn Office
Founded in 1998, Groove is part of the rich musical history in Greenwich Village who’s venues, clubs, and bars have hosted pioneering jazz, folk, funk, and rock icons for decades.
Through the years, Groove has stayed true to its mission of embracing and growing the culture of live music in the neighborhood.
Past identities of the venue.
The identity uses bold and expressive typography echoing the long typographic history of gig posters across genres.
This typographic voice allows the Groove identity to be flexible and capture the wide range of musicians that it hosts.
In condensed formats, the G acts as a symbol for the identity.
Ruder Plakat by Lineto→ is the primary voice of the system while Medium, also from Lineto, is used for supporting information.
Typography is used as an expressive element throughout the system that can adapt freely to the artist’s name to best capture both the information and spirit of their music.
Additionally, the supporting typographic voices are used for more straightforward applications like food and drink menus.
This flexible approach allows the Groove identity to extended beyond just the venue and into the community it’s built.
Color is used sparingly in the system as an accent and supportive element for imagery.
Primarily paired with images, color acts as a backdrop for information and an extension of photography.
Used for signage and identification at the venue, the system captures Groove’s place within the neighborhood.
As a simple, but bold, expressive, and flexible identity, the system provides Groove a toolkit to continue to build, embrace, and celebrate its community around a shared love of live music.
