Murmure creates a glitchy identity for Nördik Impakt music festival

For the past five years Caen and Paris-based creativity agency Murmure has created the identity for Nördik Impakt, a festival dedicated to independent and electronic cultures. For the 17th edition of the event, the designers wanted the identity to reflect on the evolution of the sound.

“We consider electronic music to be a genre which has greatly changed over the past few years. It has become rich, elegant and edgy,” says artistic director Julien Alirol. “At a cross between fashion (textile design), object design (Memphis design influences), and digital graphic styles (glitch), we therefore wanted to design an identity that matched all of these elements.”

Using a tight palette of black, red and gold the new identity is used across digital, printed and textile marketing and merchandise. The abstract patterns that were developed by the agency are used to unite and disrupt the design in all its formats. “We were inspired by materials that were created during the Memphis design movement. This 1980s revival interests us for its fashion aspect, but also its choice of colours. We like the evenness of masses and false graphic simplicity in these patterns,” says Julien. “We wanted to achieve a similar effect to this by designing a more organic pattern to secure a more viral use out of it (such as its appearance on typographic designs). We then added a touch of elegance and brightness with geometric and numerical shapes.”