Gov Ball gets a classic NYC identity, with a logo inspired by Milton Glaser’s I ❤ NY

Featuring a Big Apple logo, the identity aims to present the festival as “the loudest place on earth, in the loudest city on earth”.

4 February 2022

Creative studio Burn & Broad has crafted the brand identity and visual language for the famous three-day Governors Ball Music Festival in New York City – a project that the NYC-based agency hails as an “honour”. For the visuals, Burn & Broad has leaned into classic NYC iconography while planning to celebrate the city’s “loud, colourful, and unpredictable nature”.

“We wanted to re-imagine the festival as our sort of wild and distorted Disney World – the loudest place on earth in the loudest city on earth,” Burn & Broad creative directors, Eugene Serebrennikov and Vicente Garcia Morillo tell It’s Nice That. “Instead of a storybook castle with overly friendly mascots, we created an NY-inspired world where bodega cats and headphone-wearing pigeons help us navigate the concrete jungle. Creating these characters allowed us to deepen our story-telling.”

Inspired by how Milton Glaser’s timeless I ︎❤ NY symbol “conveyed a love for the city for what it is – flaws and all”, Burn & Broad hopes to capture the same emotion with a new Gov Ball logo: a “perfectly imperfect” Big Apple. A fresh colour palette continues the narrative; bright greens represent the “concrete jungle”, yellows suggest a flow of taxis throughout the streets, while red nods once more to the Big Apple concept.

The festival’s poster, “without a doubt the nucleus of a music festival identity”, states Eugene, presented one of the main challenges for the studio. While ongoing line-up changes kept the studio “on its toes”, a focal point for Burn & Broad was to craft a system that was easy to adapt at a moment’s notice.

The Governors Ball Festival will run from 10 June-12 June; Burn & Broad’s design work features across the festival’s website, posters, countdown and throughout branding.

GalleryBurn & Broad: Governors Ball Festival identity (Copyright © Governors Ball Music Festival, 2022)

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Burn & Broad: Governors Ball Festival identity (Copyright © Governors Ball Music Festival, 2022)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.

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