For more than 20 years Images Festival has brought the world to Denmark presenting contemporary art from developing countries. In 2013 Images set out to build utopia in three Danish cities throughout 7 days together with 347 artists from 44 countries. This urged the festival to update their profile and shift focus from the origin of the art to art itself.
In Asia, Africa and the Middle East art, activism and politics melt together in a different way than in Europe. It’s about change, big dreams and about creating a better future. Images wanted a new brand strategy, visual identity and festival site that embraced this position on the global art scene and expressed international cutting edge culture.
From Chinese punk rockers to Ghanaian coffins and electronic afro-pop. How to picture a festival’s with so many artistic expressions?
First, the name changed to “Occupy Utopia” to express the immediacy and challenging spirit of the festival. It moves Images from a passive observer of third world culture to an active frontrunner for utopian and transgressive art. Then, we developed a visual identity that focuses on the power of art to move boundaries and nourish progress. An identity that is at once exceedingly modern and makes the comfy Danes get off the couch.
The visual identity exists of simple, yet forceful design elements. When dwelling on the logo one will notice an innate puzzle that expresses Image’s character as an intelligent and vibrant art festival. And the almost fluorescent mint green colour lights up the statements without drowning the art it frames.
The solid and edgy typography adds nerve to the design referring to the activist street art stencil. While the triangles symbolize the corners of a blank canvas that can display countless utopias. These triangles also function as a design tool that everyone can adopt as their own when framing and profiling societal issues or existential questions trough art.
Today, Images brings outstanding contemporary art to the Danish people inspiring us to step up and step forward. And the art – it just so happen to come from developing countries.
Beside the overall visual identity we have been responsible for all digital design as well as printed materials such as flags, program, maps, flyers, banners etc. Moreover, we developed a new brand architecture allowing Images Festival to differentiate from the organization behind, CKU, while securing CKU as a visible sender.