Mother New York designs Sundance Film Festival identity

Mother’s New York agency has created the identity for this year’s Sundance film festival, which is based around the idea of “independent storytelling.” The agency also designed the identity for last year’s festival, which was centred round an eclipse graphic. Of the 2016 project, Mother New York design director Yego Moravia says: “Inspired by the creative and cultural impact of the festival’s films and filmmakers, this year’s identity uses a series of graphic gestures to capture the festival as a platform for fearless storytelling, new ideas, and diversity in film. This palette of light gestures travels throughout the system to activate and signal the start of the creative calendar.”

The designs will be used across all Sundance touchpoints including posters, programmes and online. The graphics are also extended to animated pieces that play before each festival screening. The Sundance Film Festival takes place in Utah from 21-31 January.