Accept and Proceed creates branding for Loop

Brighton’s annual digital music and art festival Loop will unveil its look for this year on 10 May, with an identity designed by Brighton consultancy Accept and Proceed.

The festival organisers, Loop Limited, commissioned Accept and Proceed last September, without a pitch, to create a logo and branding for the event on the strength of previous work done for local businesses.

According to Accept and Proceed creative director David Johnston, there was no strict brief, except to come up with a marque that would play on the word ‘Loop’ and appeal to an audience interested in digital art and music. The branding based on the ‘loop concept’ and marque is to be applied to the website, event guide, on-site signage and graphics, as well as local advertising.

The festival this year is expected to draw in a crowd of 5000 for the outdoor event at Brighton’s Victoria Gardens on 18 August, with digital, animation and interactive art installations, as well as audiovisual acts to be confirmed. Johnston says the festival aspires to reach the profile of Barcelona’s international audiovisual Sonar festival.

Johnston established Accept and Proceed in May last year and is working with a host of clients including Nike, Evisu, Clarkes and KPM Records.