The consultancy was appointed by Melvin Benn, head of Festival Republic, which runs the events, in May this year. It was brought in to create a new logo to reflect a ‘slightly new direction’ for the festivals.
Form says the overall identity aims to ‘give a youthful, rejuvenated yet focused personality – to be highly recognisable and symbolic of what the festivals stand for.’
While the festivals’ heritage is in rock music, the new identity had to reflect their move towards incorporating other music genres, and appeal to younger festival-goers without patronising them, according to Form.
The brand colours used on the previous logo, yellow and red, have been retained. Form created a bespoke distressed typeface for the logo, and a chevron device pointing ‘south’ for the Reading identity and ‘north’ for Leeds; with letters arranged vertically.
The new identity was used at the weekend’s festival on touch points including stage scrim, and will be rolled out in forthcoming months on promotional materials for next year’s events and merchandise.