sundance

The Sundance Film Festival gathers filmmakers and film lovers from around the world for a 10-day celebration highlighting independent voices and visions. The 2022 Sundance Film Festival identity was inspired by our solar system’s biggest, most radiant source of light and life: the sun. 

We graphically represented our closest star as a point of, and inspiration for, convergence. Like planets orbiting a star, moths drawn to a flame, or film lovers gravitating to a screen, life gathers around light. In addition, the identity represents a new convergence that brings together the power of the in-person experience with the access and innovation of a digital experience that debuted in 2021 during the pandemic. This project was a collaboration between SVA Masters in Branding Program, DeeDee Gordon of The Gordon Co. and Sundance. 

The color theory for the 2022 Festival is inspired by the festivals Park City home — a vibrant landscape that shapes the in-person, on-mountain experience, and whose colors will inspire vibrant online connections. 

The new Festival logo takes inspiration from the sun as a point of convergence. Its light is a beacon. The Festival is an invitation for all to join. 

The icons are timeless hieroglyphical compositions that represent the sun, its movements, and its radiance. The relationships between the forms reflect a sense of the star’s relationship to, and convergence with, other celestial objects and phenomena. The graphics are a nod to the earliest forms of storytelling and communication, and a complement to the calligraphic typeface that anchors our wordmark. 

Unapologetically bold. Unrelentingly independent. The icons, colors, and typography combine to create a range of applications, products, and experiences that feel vibrant and diverse, while maintaining an overall visual consistency and impact.

RESULTS

Glowing review by Robert Redford

team

Kristen Branch
Saloni Soni
Archie Bell
Allison Braund-Harris
Randy Gregory
Steph Millar
Dan Onufrishyn
Kim Weiner
Emelil Walter
Ryan Nguyen
Courtney Duggan
Chelsea Carlson
Celine Han

credits

DeeDee Gordon
Dr. Tom Guarriello
Mark Kingsley
Melinda Welch