Back in the 00s, NYC promoter and DJ Larry Tee created a new genre of music around bands like Ladytron, Scissor Sisters, Fischerspooner and Peaches, and coined the term Electroclash. The first Electroclash Music Festival was created to showcase this new sound and needed a visual identity to go with it. The look & feel is based on a retro European design aesthetic of bold colors and simple, telegraphic shapes.
The logo is “HOT” drawing on the iconic shape of an electric stove burner. Electrical outlets and sexual imagery are used throughout the identity to create an edge like the music itself.