illume festival of lights
Brief// Logo development along with style elements and layout parameters as part of a visual identity for a new winter festival of lights in Coromandel town. Apply all these to items like poster, flyer, bill boards, as well as event programme.
Solution/ I-l-l in the word illume is a challenging sequence of letters because in many typefaces these are very similar. “illume” is not one of the most common words so it is not easily recognised. We chose lower case for increased readability. This also works regarding the tonality.
We chose to work with light as if exposing onto photo paper. We needed a black, chunky typeface so the word doesn’t disappear when we un-focus it.
The colon at the end of the logo resonates with the dot on the i. It lends something dynamic to the word and implies the beginning of something – a story, a performance, a movie…
The icon to go with the logotype resembles a free form that could have been drawn with a sparkler in the dark and recorded with a long exposure on a still camera, or written with a candle or a torch. It loosely forms a creative cloud, a flower, a swirl… The off stroke underlines and conects it with the logotype. Both logotype and icon work very well on black, but it was important that they also work well on light backgrounds to avoid locking ourselves into always needing one or the other.
Background/ The festival is completely new, it is for all ages and is free. Audience is local as well as from nearby urban centres. They are looking for fun, something different, especially over winter.