An expressive & opinionated brand identity system, that is bold and quirky with the potential to grow while staying true to its core. Flexibility, exploration and playfulness were my key focus.
OBJECTIVE & SOLUTION
The Adelaide Fringe festival changes their poster designs every year and has pretty much become a tradition. In the context of a make to believe re-brand my objective was to provide a set of tools and rules to create more consistency. However I wanted to keep the playfulness and flexibility, that the fringe festival enjoyed with their previous approach.
The theme for a new logo is informed by the origin of the fringe festival as well their current philosophy. I created a new color palate consisting of 5 main colors and 2 secondary colors, a maze artwork & paint brush texture as well as a dot pattern to balance out all the analogue artworks. In future years the paintbrush texture and maze artwork could be changed, but an overall consistency would be preserved.
