BRAND IDENTITY

Brand identity, logo for a multi-ethnic band honoring the cultural collisions of Queens, NYC.

THE BRIEF

Salsa Masala is a multi-ethnic band that combines Indian, Latin, and African-American influences to create Indo-Latin funk jam fusion—Bhangra with Bachata, Cumbia with Dandiya, Salsa with ragas—all in a groove that fuses old & new school New York City block parties. The band was looking for a refresh with a logo and cover art for their new album release aptly named Five Borough Block Party.

THE SOLUTION

The logo and new identity had to be dynamic, flavorful, and most importantly reflect the vibrancy of the music and NYC block parties. The curvaceous custom lettering was made to be inviting, playful, and juicy, evoking a feeling of the movement Salsa Masala’s music invites you to indulge in. The color palette reflects the warmth and aroma of spices of the cultures the music is rooted in, as well as the twilight sky, the magical moment of time when block parties come to life.