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The Sun Life Financial UpTown Waterloo Jazz Festival is an annual three day music festival held in Waterloo Ontario.

In the  year of 2018, they celebrated their 25th Season and rebranded as part of the celebration. I wanted to keep the logo very clean and bold, knowing that it would likely be used in both very small, and very oversized scales, so it would need to work for both spaces. The colours were chosen in homage to their long standing title sponsor, Sun Life Financial. 


In 2023 they celebrated "30 Years of Jazz" and required a logo that incorporated the previously designed logo, with reference to the anniversary. Add Studio created an anniversary logo, and incorporated it into the 30th Anniversary Program Guide. 

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