Sydney Festival / Brand Identity

This year Novel was selected to pitch for the new corporate and festival Visual Identity for the iconic Sydney Festival. While we didn’t get the gig, we poured creative heart and soul into our concept, ideas and execution planning, and put forward an identity that we believed was unique and timely for the city.

The proposed corporate branding reflected the identity of Sydney; vibrant, creative, cosmopolitan, intelligent and courageous. It was composed of interchangeable elements that allow for versatility but do not dilute the brand. Sydney is not just a location, but a place in culture, nostalgia and imagination.

Our city is diverse, multicultural and has deep roots to our Aboriginal heritage. The brand references the Gaddigal symbol for ‘tribe’. Sydney Festival’s tribe fosters the organic development of the diverse, energetic and distinctive community we call Sydney.