The Melbourne Festival is a cultural event that takes place annually in the city of Melbourne, Australia. It is one of the leading cultural festivals in the country, and can also stand up against other multi-arts festivals in the world. This year's edition is currently ongoing and is the first to use a new visual identity, created by Futurebrand.
The mark was inspired by the "Hoddle Grid", the layout of streets in Melbourne's city center which is located at a 20 degree angle in relation to the surrounding streets. Futurebrand also created a visual language for communication with lines in different colours, referring to the festival's theme of "connections".
"The Melbourne Festival brandmark is inspired by the unique 20-degree angle of the Melbourne city grid. With the Hoddle rectangle as the focal point, it represents a bold stamp and a window to the exchange of ideas and culture, inspiring and sparking connections. Specifically, it is coloured with the festival’s historical purple, finished with cut-out texts in sans serif block capitals and the word “Festival” intentionally printed upside-down.
The beauty of the brandmark also lies in that it allows constantly varied, expressive and colourful campaigns to be layered on top. Created with the intention for the brand to have the freedom and flexibility to adapt and come to life every year in different ways, the brandmark evolves in this year’s campaign look." - Futurebrand
A "behind the scenes" video of the brand launch (not terribly exciting):