During my honors year at
Swinburne University, Communication Design students were asked to
rebrand a festival of their choosing. As a fan of the horror genre, I
chose to rebrand ‘A Night of Horror’, an annual international film
festival dedicated to the genre that takes place in Sydney’s Arts
District over a two week period.
To expand the festival’s appeal
and to combat negative stereotypes the design solution had to
communicate the artistic qualities of the films on offer, while not
alienating the festival’s established audience.
The typeface Avant
Garde is used extensively throughout the rebrand as its geometric
precision and angles reflect the harsh subject matter, while its
heritage reflects the genre’s golden age – the 1970’s. Most importantly
the typeface was selected as it has an artistic quality not found in
typefaces typically associated with the genre. The subsequent type
treatment was intended to emphasise Avant Garde’s harsh geometric
qualities, particular its diagonal angles.
The supporting imagery
was a collage of antagonists from classic horror movies arranged around a
full moon, a symbol feared as a harbinger of doom within traditional
mythology and popular culture.