Sundance Film Festival 2023
The objective of this project was to design a set of branding collateral for the identity of the 2023 Sundance Film Festival. A typographic logo was a requirement for the project. All other material must match the logo.
My research for this project began with the history of the festival. What I learned is that it is a non-profit organization with a mission to develop independent voices in film. My search for insights on the identity of the festival led to observations of the natural landscape around the festival's home city. It is hosted in Park City, Utah within a region abundant in mountains, canyons, forest, and other natural landmarks.
The natural landscape of Park City reminds me of the organic approach that the Sundance Institute takes to support independent film. It provides resources, guidance, and scholarship to filmmakers. What is particularly special about the festival to me is its distinction from studio produced film. Independent films do not follow trends established by large studios and as a result they are often absent from common plot devices, tropes, archetypes, or otherwise typical storytelling.
Organic imagery was the subject of exploration for my preliminary sketches.
My interpretation was that the Sundance Institute brings fresh perspective to narrative film, much like a gust of wind can bring fresh air. Wind is the inspiration behind the design.
The wind motif inspired all design. For the logo, I chose a display typeface with organic contours to match my concept. Much of the design is drawn digitally, supporting the organic theme of the brand. Furthermore, the edge of the wind illustrations are rough to suggest natural brush strokes.
