In 2013, Alphabet Studio were invited to create a new identity for the Sydney Festival, the preliminary arts and cultural event which takes place in the first three months of January each year. The brief was to build a brand that would survive beyond the three year term of the Artistic Director.

A word based identity solution was developed using the existing brand asset ‘This is our city in summer’ in a re-energised, focused and liberated way. The visual identity was upheld for 9 years over two very different artistic directors tenureship. It continued to evolve over these years as a hallmark indicative of the energy and vibrancy of the festival.

2017 Brand evolution

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