The Norwich International Animation Festival is renaming and rebranding itself as Aurora, as a result of its animation tag being too restrictive.
According to festival director Adam Pugh, the in-house rebrand is part of a move for the event to reflect the diversity of content being produced in the burgeoning sector.
‘A lot of people are stuck with a very narrow definition of what animation actually is, but, nowadays, we need to include all sorts of moving image work,’ he says.
‘Artists and designers are doing a lot of great things with the extended moving image and the manipulated moving image, for instance, and we want this to be reflected in our branding. It’s a bit like during the 1960s, when cartoons evolved into animations. Things have moved on again,’ Pugh explains.
Aurora will take place from 7 to 10 November at the redeveloped Cinema City in Norwich.