Asia-Europe Cultural Festival

The Asia-Europe Cultural Festival is a significant celebration of cultural fusion between two continents, featuring diverse forms such as music, film, photography, dialogue, and dance. Despite its profound influence and long history, its current visual identity has not fully showcased its vitality and dynamism.

Design Process

Our design process began with extensive research and analysis to fully understand the core values and cultural significance of the festival.

New Identity

The core theme of our new visual identity is the ripple effect. Ripples symbolize the fusion, collision, and exchange of cultures, reflecting the festival’s mission to promote cross-cultural dialogue and unity. Each ripple expands outward from its point of contact, demonstrating the extensive impact of these cultural exchanges.

Design Execution

We translated this concept into a unified visual language across various applications. From the festival logo to promotional materials and digital presentations, the ripple theme creates a sense of dynamism and connection.

Logo Design:
The new logo features a central ripple radiating concentric circles outward. This design is both modern and classic, capturing the essence of cultural interaction and influence.

Applications:
Posters, flyers, and digital advertisements utilize the ripple design to create eye-catching visual effects. Bold colors and dynamic layouts ensure that promotional materials stand out and convey the vibrant atmosphere of the festival.

Guidelines:
Additionally, we have created a detailed Design Guideline to ensure the precise transmission of the brand’s design language. This guideline includes color specifications, font choices, logo usage guidelines, and detailed explanations of other design elements.

Colours
The choice of colours represents the distinctive colors of the East and West, creating a vibrant and luminous effect. Using sun red and earth yellow, combined with sea blue and sky cyan, symbolizes a global community.

Wordmark
The wordmark combines Eastern and Western fonts to enable various cultural groups to understand the content of the festival.

Symbols
Using the same main visual elements, we can expand the four main program themes and serve as a visual guide for the audience.

The new visual identity revitalizes the Asia-Europe Cultural Festival, making it more engaging and reflective of its mission. The ripple design is diverse, adaptable to various media, while maintaining a consistent and recognizable brand image.