Consultancy partners Paula Benson and Paul West spent a week at the Latitude site in Suffolk at this year’s festival, art directing a photographer to capture the mood of the event around the clock.
Latitude is run by Festival Republic, which appointed Form several months ago ahead of this year’s event.
Benson says, ‘The festival market is very competitive and most festivals seem to concentrate on advertising, showing billions of names of acts with about two centimeters devoted to the identity.
‘Latitude is very much about the experience and the environment rather than just who’s playing. It’s such a beautiful environment with the lake and the installations, and the atmosphere changes completely from day to night, which is why we wanted to capture it and capture the environment.’
A campaign is set to roll out for the 2015 ten-year anniversary event, based around photographic images of the festival and its different moods by day and night.
The new typographic logo is ‘simple, open, white and clean’ and is set in Neutraface Inline which has been adapted and is on a curve ‘to make it more lyrical’ says Benson.
The diamond icon, which partly frames the wordmark, represents ‘a simplified compass’ says Benson in reference to the name Latitude.
An initial roll-out is planned for 2015 tickets, social touchpoints and the Latitude website, key templates, posters, advertising and other promotion.