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Identifying how an audience relates to a brand enables for me to reflect on its personality. It’s more about understanding what image it gives and how it can be gradually thought over with a new interpretation.

IntroductionEvery year, hundreds of thousands of music enthusiasts travel to their favourite festival. In a multi-million pound industry the competition to seek out the best line-ups is just the beginning. Most festivals however realise that image can be more important to gain the attraction of possible ticket holders. In the UK & Ireland alone - festivals range from the well-established ‘Glastonbury Festival’ to the lesser-known (however locally recognised) ‘Belsonic Festival’, which is located in Belfast. However, these festivals hold an image that represents the acts, the culture and ultimately the scene that they depict. One festival that requires design intervention is ‘V Festival’.

V Festival - sponsored by ‘Virgin Media’ - is an annual festival held in England during the penultimate weekend in August. The event is held at two parks simultaneously, which share the same bill, similar to that of Oxegen & T in The Park. Unfortunately sponsors and advertisements overrun the festival. The logo itself incorporates the infamous ‘Virgin’ “V” trademark, while their web and print content is bundled with contract deals. However, the ticket holder wants more - they want content that is designed with them in mind rather than the the advertisements that pay for the set up of the festivals.

Taking the role of an art director primarily in this project as a starting point enables for me to work towards every possible idea whether it is achievable or not, however I hope most of them can be. During my initial brainstorming session I thought of my past experiences, working with ‘Belsonic’ music festival for a short time during the summer past and my own personal experiences with being at actual festivals.

The questions that arose is how can more be done?

• I want to recreate the element of anticipation• I want to change the way the festival market pulls

its audience• I want the festival goer to feel more apart of the

festival• I want marketing campaigns that drives success

not through just showing a line up but by art direction

• I want to re-envision music festivals.

These are all ideas as starting points and from here I should work towards extending on them. How can I rebrand ‘V Festival’, and all festivals in general for the better?

Current ‘V Festival’ brand identity.

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GROUP GROUP

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Initial Research:

Moving brands‘Moving Brands’ are a company that encourage brand thinking. Their work ranges from clients such as ‘HP’ to ‘Nokia’.

Recently, Moving Brands partnered with HP as their lead agency to set a creative vision for the HP brand. The vision was to transform the world’s biggest technology company into the world’s most powerful brand. HP would become the blueprint of a moving brand, built for a moving world.

They altered the 1941 symbolic and arguably already strong ‘HP’ logo that we all recognise to a contemporary more linear interpretation for 2011.

What remains with me from looking at their work is how they develop ideas and then bring them from conceptual stages into working brands. They allow for a brand to extend itself throughout all of its related media, whether that be print, tv web or even mobile applications.

ABOUT MOVING BrANds

Most brands remain fixated on yesterday’s problem – consistent reproduction across media. But today a brand must be alive to change, just like the people it wants to connect with and the business it is part of.

We have pioneered a new approach to branding, working with our clients to create moving brands for a moving world. A moving brand has the qualities of a great product or service – emotion, clarity and immediate relevance. Most of all, it has life.

Our approach starts and ends with people. We use research methods, creative processes and technologies to develop new ways to connect people to brands, and brands to people.

Ideas:

v FEsTivaL LogoThe current ‘V Festival’ logo incorporates the ‘Virgin’ “V”

trademark - an icon in its own right - however it fails to quite reach the audience of music lovers.

I want to start from a blank canvas, assembling basic modular shapes into a logo that suits the modern music festival and

therefore targets its audience. This would have to be a logo that is simple yet completely effective. One that the audience recognise

year on year.

The letter “V” must be prominent with possibly a hand rendered signature motif for the word “Festival” or shortened “Fest”.

To the left you can see the logo dissected, a step by step on how I achieved my desired concept. Working from a basic shape - which

we all commonly recognise as the “Prohibited” / “No Entry” road sign I created a “V” that has a beautiful and unique curvature.

‘Curve V’ logo concept.

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Developing Image:

THE ‘arT dECo’ vABOUT ArT dECO

Art deco is an eclectic artistic and design style that began in Paris in the 1920sand flourished internationally throughout the 1930s, into the World War II era. The style influenced all areas of design, including architecture and interior design, industrial design, fashion and jewelry, as well as the visual arts such as painting, graphic arts and film. At its best art deco represented elegance, glamour, functionality and modernity.

Art deco’s linear symmetry was a distinct departure from the flowing asymmetrical organic curves of its predecessor style art nouveau; it embraced influences from many different styles of the early twentieth century, including neoclassical, constructivism, cubism, modernism and futurism and drew inspiration from ancient Egyptian and Aztec forms. Although many design movements have political or philosophical beginnings or intentions, art deco was purely decorative.

Our approach starts and ends with people. We use research methods, creative processes and technologies to develop new ways to connect people to brands, and brands to people.

The heavily influenced art deco style logo is brought together through a distancing of colour that softly fades. The textures that layer the logo and the sharp points that follow around it appear industrial. The idea was simply to rebrand the festival’s identity through encouraging a contemporary revamp.

The ‘V’ itself originates from the font ‘Dekar’, however it has been reassembled and shortened to gain a more structured appearance. These design choices where made to follow a four palette colour scheme that reflects the ambience of the festival at night which is the most atmospheric part of any festival. It was then about eclectic design, asking myself how do I engage with the viewer to show motion while also highlighting noise? This lead to the distancing effect. Other choices came down to what worked better. For instance, ‘Twenty Twelve’ appeared much nicer visually that ‘2012’ while demin textures fitted the look.

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