There are a couple of key points that underpin all really solid identities which, if one is removed, causes all the others to come tumbling down like marbles in a disastrous game of Kerplunk! It needs to be thorough, clear and communicative, it needs to be just as effective when pasted onto a giant billboard as it does on a tiny flyer, and it needs to contain elements which are applicable across the board including stationery, signage and printed collateral. I can just imagine Post Projects happily ticking all three of these golden rules off on a billboard upon finishing this identity for the 13th annual New Forms Festival, a festival celebrating arts, science and grassroots organisations across Canada and the rest of the world which took place last year.
The visual aesthetic they created for the project is spot on; malleable without being puny, and sleek without giving in to that familiar pitfall, style over substance. All it needs is a similarly functional website and it’d be up there among the best! Oh, wait. Yeah, it’s excellent.