This years Brighton Festival is being guest directed by darkly humorous illustrator and artist David Shrigley, whose distinctive handwriting and illustrations have been used to create the visual identity for the event.
Who designed it?
David Shrigley himself designed the brochure cover and concept. Here's what he has to say about the typeface:
What does it look like and why?
The difference between looking at something handwritten and something typed is that when we see handwriting we assume it is coming from a person, not a company. Even if it is handwriting that has been turned into a typeface we still read the communication as though it is more personal and human, and we make assumptions about the personality of the author. A neat, flowing style might suggest femininity and grace, whereas David's handwriting hints at anti establishment irreverence and youth and looks very direct and purposeful.
The illustration style matches the handwriting and both elements are used across the brochure, website and advertising to create a consistent and coherent visual identity for the festival.
What makes it successful?
The typeface and illustrations combined with the bold yellow/black/white colour palette and the playful filling in of the counters in the letterforms combine to create a look and feel that is fun and jogs memories of doodling on school notebook covers as a teenager. It feels personal and humorous, but also a touch rebellious, it engages the audience and invites them to be part of the fun. For the organisers of Brighton Festival I'd say that was job done as far as visually communicating their message goes!
What can we learn here?
Having a distinctive visual style across your marketing communications helps your audience get a strong sense of the personality and values of your business. Whether your brand is fun and irreverent or professional and knowledgeable, giving the right visual clues helps your messages to reach the right people.