The consultancy was appointed to the work following a recommendation and asked to develop an identity for the 10-day season, which will run in August and focus on street art, street dance, hip hop and street sport.
The season will air on Channel 4 and also feature a multi-platform performance commission.
Magpie Studio director Jamie Ellul says, ‘It was essential to create a brand which communicated the arts content and summer season in equal measure.’
He adds, ‘Our solution takes an icon of summer in the city streets (the 99 ice cream) and gives it a graffiti-style twist with a traffic cone. To avoid the branding looking too corporate we created actual stencils and sprayed the logo to create a suite of logos from neat to totally distressed.’