Sundance Film Festival Unveils Evergreen Identity Inspired By Moviemaking

For the first time since it was established in 1985, the Sundance Film Festival has developed a long-term brand identity, with the new visuals aiming to increase public recognition of the famed event.

Naturally inspired by filmmaking, the redesigned logo features the aspect ratio—an “iconic identifier” for the festival and the craft in general—and will be the festival’s key emblem for the next four decades as the industry continues to evolve. Sundance tapped branding agency PORTO ROCHA to work on the ambitious endeavor.

To come up with an enduring brand identity that would resonate with independent film buffs worldwide, the agency decided to go with a timeless yet contemporary aesthetic. As such, the 16:9 aspect ratio will feature as both the brand’s signature symbol and a framing device.

According to the creatives, the frame is one that can be applied to any footage or stills that need to be spotlighted, drawing the viewer’s attention to specific moments, characters, and emotions portrayed within each film.

The choice of Monument Grotesk for the festival’s official typeface is meant to convey a strong presence that’s “neutral enough to speak to diverse genres and titles.” In addition, many of the brand elements follow old-school film strip cells—telling stories while being rooted in filmmaking.

Interestingly, the festival’s identity isn’t passive but is set to evolve as the industry does. The agency said that “as new perspectives come into focus, so will new brand gestures,” with the brand-new tagline—‘All Eyes on Independents’—placing creators front and center.

[via PORTO ROCHA, images courtesy]