68TH GRAMMY AWARDS
design challenge
Reimagine the visual identity of the 68th GRAMMY Awards with fresh and sophisticated branding showcasing the excitement and prestige of music’s most celebrated night.
software
Adobe After Effects
Cinema 4D
Redshift
credits
Design & Animation
Siona Kalambi
GRAMMY Trophy Model
EJ Hassenfratz
process
what are the grammy awards?
past grammy awards
Previous GRAMMY Awards branding balances elegance and sophistication with high-energy visuals. Bright colors and patterns engage the audience while staying true to the prestigious brand.
the recording academy's two missions
01
Advocate for, celebrate, educate, and serve the music community while uniting people through music.
02
Support and uplift members of the Academy and the broader music industry, continually evolving and improving.
concepts
This concept directly related to The Recording Acadamy's first missions of connection. Music is humanity’s connector, and the GRAMMY Awards provide a place where music lovers can be better together.
Only in the intersections of the threads is beautiful color created. Highlights importance of coming together.
animation
first pass
The trophy felt disconnected from the rest of the animation. The 2D elements and 3D elements needed more balance between them.
The logo needed more screen time, and needs more moving hold to keep the animation feeling alive.
second pass
The logo was now on screen for enough time but awkward tangents and spacing issues needed to be resolved.
The pacing needed to be faster and choppier at the beginning to grab audience attention and hold it.
behind the curtain
mattes & more mattes
In the GRAMMY Awards logo, it’s not just the lines. The letters themselves overlap to create new colors, making them the standout detail.
This was achieved through creating mattes in After Effects that allowed the overlap of letters to create a pocket of yellow.
complete package
BROADCAST OPENING ANIMATION
ON-SITE LOOPING ANIMATION
BROADCAST CATEGORY STYLE FRAME
ON-SITE CATEGORY STYLE FRAME
final thoughts
Through the use of an elegant sans serif font and vibrant colors, this packaging not only represents the missions of The Recording Academy, but also allows sophistication to meet high-energy.