Festival Republic, headed up by the highly respected Melvin Benn, asked us to create a new logo and identity to herald a new direction for the world famous Reading and Leeds Festivals. Our challenge was to create an overall identity which was a strong, bold and fresh take – to give a youthful, rejuvenated yet focused personality – to be highly recognisable and symbolic of what the festivals stand for.
The look and feel needed to appeal to the younger festival goer, without being patronising or tricky, to be defiant and confident to represent the rock heritage but also mindful that the festival was making a move to incorporate new genres such as Indie, Alternative and Dance.
We created our own bespoke typeface, which has then been ‘distressed’, and created a graphic language with arrows representing Reading – pointing south, and Leeds – pointing north. The entire logo runs vertically to emphasise this but vertical placement also sets it apart from many other festival promotions. The yellow/red colour schemes of the old logos were key signifiers, so we ensured those remained an important part of the new branding.
With Form's impressive portfolio and understanding of our brief, they created a new brand which truly represents the new era of the Festivals. We are thrilled with the result and highly recommend them.