The Adelaide Film Festival (AFF) recently refreshed its brand identity, maintaining the core elements that have defined the festival since 2015 while adapting to its evolving role in the global film scene. The rebranding, designed by Cul-de-sac, builds on the festival’s established look, especially framing marks inspired by a camera’s viewfinder, symbolizing a portal to the cinematic arts.
The framing marks remain central to the AFF logo, highlighting the festival’s focus on film. These marks have been subtly evolved, keeping their strong connection with the festival while offering more flexibility in branding and marketing. The updated design allows for a versatile visual identity that works across different media without losing its familiar feel. This approach embraces the festival’s growth and innovation while maintaining its recognizable identity.
The new logo’s typography has been modernized with a clean, bold sans-serif font. The straightforward style reflects the festival’s mission of providing an open platform for filmmakers and audiences. The crisp lettering complements the framing marks, giving the logo a contemporary look that mirrors the festival’s forward-thinking approach, including its expanded year-round program, film clubs, and youth outreach.
The color palette has been refined to align with the updated typography and framing marks. Black and white remain the primary colors, offering a timeless and sophisticated look, while accent colors add warmth and energy without overwhelming the core elements. This controlled use of color preserves the focus on the content while bringing vibrancy to the overall brand.
The rebranding reduced unnecessary design elements, ensuring a smoother transition for the festival’s audience. The festival avoided confusing loyal attendees by keeping familiar elements like the framing marks and core color scheme. The focus is enhancing brand clarity and creating visual cohesion across all platforms, from digital media to physical spaces.
The four framing marks surrounding the “Adelaide Film Festival” text emphasize the cinematic experience, and their symmetrical placement creates a balanced, visually appealing composition. The simple design allows for wide applications, from large banners to digital interfaces, ensuring brand consistency and adaptability.
The updated design strengthens the festival’s position as a key player in the international film community, reflecting its history and ongoing growth as a hub of creativity and innovation.
