Tones by Paradiso - Visual Identity & Art Direction

Project description

The new visual identity is led by a raw, analogue graphic language with layered textures and a sticker-based system that ties all genres into one visual world. The logo feels like a morph captured mid-rotation, the same way Tones blends genres. Tones is the rebrand of Paradiso’s long-running Bassline platform. Since the 90s Paradiso has hosted live shows celebrating hip-hop, R&B, afro, soul and more. Designed to live across social posts, print and out-of-home formats, it keeps its rough edges both online and in the street. The first reveal appeared on a full ad column outside Paradiso, introducing Tones with the same energy as the nights it represents.