Commissioned by Festival Republic’s Melvin Benn and Paul Glossop on behalf of Virgin V Festival, this new, bold and colourful identity has been launched to coincide with first stages of marketing for Virgin V Festival’s 22nd year and will roll out across marketing communications and onsite at the festival parks which host 175,000 visitors and 120 acts each year in August.
We created a brave and celebratory visual identity to herald a new era for the festival. The logo incorporates a set of bespoke letterforms alongside the Virgin V which has been integrated to work harmoniously with the new direction and features a new colour palette developed to complement Virgin’s brand. The Virgin logo is encapsulated within a red balloon ellipse, a holding device that also affords flexibility to accommodate the Virgin group partner brand logos.
The logo’s letterforms are drawn from an entirely bespoke alphabet and set of numbers and glyphs that Form have created in collaboration with traditional sign writer and artist Archie Proudfoot. We had previously discovered Archie’s work at an art fair and felt his approach – which hints at fairground and circus semiotics – were perfect to reflect the celebratory feel of the festival. This bespoke typeface brings increased brand equity to the festival and will be used across all touch points from social media messaging to signage and merchandise.
The Virgin V Festival design kit we created also consists of a series of 3D graphic boxes, circles, arrows and background patterns which will house line-ups, news, announcements and social media posts – all of which have been designed to ensure strong, cohesive messaging in the all important build up in a festival’s marketing campaign. This set of designs assets and a comprehensive design style guide were handed over to the Festival Republic in-house design and marketing team to implement.
The Festival embraces many styles of music with a big rock headliner one year to a pop act the next, so we felt the new identity should communicate an upbeat, optimistic summer experience of music and good times. The opportunity to create an identity for a festival of this magnitude through mainly typographic means is an accomplishment we’re very happy with.
“We’d like to thank Form for their work on the Virgin V Festival rebrand. Form have created a youthful, bold and lively design that’s truly reflective of what the festival is all about.” Melvin Benn, MD Festival Republic.