Drawing from 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. Inspired by the rays of the sun, this year’s identity captures the festival’s spark and dynamism in a series of versatile graphic gestures.

Encouraged by Mr. Redford's words that 'the only constant is change,' the beauty and dynamism of the creative process is at the core of this year's identity. We explored color palette, shapes and lines that capture these emotions while remaining tied to the Sundance brand. The project includes a festival logo, color palette and typography, as well as digital and print

assets, merchandise, and signage. The elements are used throughout the entire town of Park City and viewed by the Festival's tens of thousands of attendees. The graphics are also extended to animated pieces that play

before each film screening and panel.

The Sundance Institute always looks to the Festival graphics to convey its enduring commitment to independent storytelling through a contemporary visual language. The Institute has been quoted as saying that Mother achieved this brilliantly in this year’s design. The artists, ideas, and work one finds at the Festival foretell the cultural agenda for the year. Similarly, the Festival's visual identity is viewed as the graphic manifestation of that agenda.