Lankester said that the festival's new advertising campaign, launched together with the new visual identity, captures the core spirit of the brand promise.
Says Philip Ireland, “We've attempted to capture the artistic soul of the National Arts Festival with the suggestion of drumming and clapping, two activities that are so central to African festivals and celebration. We feel that this gives the sense of vibrancy, intensity and excitement and highlights the celebratory nature of the festival.”
As one of the biggest cultural celebrations in the world, the festival has been described as having “a unique richness and irrepressible vibrancy”. Ireland/Davenport wanted to find ways in which to represent these key characteristics while capturing the dynamism of live performance.
Development of the logo started with an exploration of traditional Xhosa patterns and ways in which to combine them with western cultural iconography. The ochre that is so typical of the traditional artwork of the Eastern Cape served as inspiration, as did the interplay of shapes in traditional Xhosa beadwork. nature of the Arts Festival.
The addition of contrasting colours brought the logo to life, creating intriguing negative spaces - including a beating heart in the centre of the logo.
The launch of the identity coincides with the launch of the National Arts Festival 2009 “10 days of amazing!” festival poster campaign.
“‘10 Days of Amazing' describes perfectly the essence of what we aim to create - a breathtaking experience in a bubble of intense emotion for 10 days each year. It is a brand promise that we will deliver an ‘amazing' experience for performers, who get the opportunity to express themselves freely and openly, and for audiences who get to share in the spine-tingling and extraordinary moments these artists create,” Lankester adds.
“We want to stimulate a new conversation about the National Arts Festival as a brand. People can expect the same excellent experience this year; we're just signalling a new energy through a modern look and feel.”
The “10 days of amazing!” at the National Arts Festival will run 2 - 11 July 2009. For more information, go to www.nationalartsfestival.co.za. The festival, now in its 35th year, is held annually in Grahamstown.
