Jazz in the USSR, as an element of Western culture, was banned. This ban gave rise to a new cultural phenomenon: «music on the bones». Using self-made machines, jazz tracks were recorded not on rare vinyl records, but on the X-Ray film readily available at the time. To embody the beloved genre’s past for an international festival of today, the GG Jazz corporate identity mixes aspects of its USSR days with those of modern Russia: counterculture and pop-art, conservatism and avant-garde, old school and new. For the street, light boxes were used to mimic X-Ray illuminators and further highlight the literal representation of "music on the bones". A plastic similar in look and feel to X-Ray film was used for smaller print materials.