Hay Festival, one of the world’s most prominent literature festivals, has unveiled a new identity that reflects its literary core and global span. With satellite events in Colombia, Mexico, Peru, Spain, and a recent transition into a charity organization, Hay Festival sought to visually capture its expanded reach and evolving mission. Let’s delve into the details of Hay Festival’s new identity, celebrating its commitment to diverse voices and a world of literary excellence.
A World of Different
Hay Festival was founded in 1987 in the Welsh town of Hay-on-Wye, known as the ‘town of books’ for its abundance of bookshops. Since then, the festival has grown to become a global phenomenon, with satellite events in Colombia, Mexico, Peru, and Spain, as well as online platforms and educational programs. The festival has also recently become a charity organization, to support literature, culture, and education around the world.
The new identity, created in collaboration with Edit Brand Studio was launched 100 days before the flagship event in May, was inspired by the phrase ‘a world of different’. This phrase captures the festival’s purpose of bringing together diverse voices to listen, talk, debate, and create, tackling some of the world’s biggest political, social, and environmental challenges. It also reflects the festival’s legacy of hosting some of the most influential writers and thinkers of our time, such as Arthur Miller, Maya Angelou, Toni Morrison, Margaret Atwood, Arundhati Roy, Naomi Klein, Edward Said, and Seamus Heaney.
For Hay’s CEO, Julie Finch, “This clearly expresses our purpose, inviting people into a world of different stories, ideas and new possibilities. Our events and platforms bring together diverse voices to listen, talk, debate and create, tackling some of the world’s biggest political, social and environmental challenges.”
A Rotating Open Book
The new logo, designed by Edit Brand Studio replaces the previous tree ident designed by Pentagram’s Marina Willer, is a simple H that represents Hay’s many ‘chapters’, including festivals, forums, events, educational programmes and more. The logo is also positioned on a 23.5 degree angle, the same as the earth’s rotation axis, to signify the festival’s global reach and perspective.
The logo also transforms into a rotating open book, which symbolises the festival’s literary core and its dynamic and interactive nature. The open book invites the audience to explore the festival’s rich and diverse content, and to engage with the stories and ideas that shape our world.
A Broad Colour Palette
To further celebrate the festival’s diverse and multifaceted nature, Hay Festival introduces a vibrant and varied color palette. Each country hosting a Hay Festival event will have its own unique six-color palette, carefully curated to resonate with the local culture and social nuances. This thoughtful approach ensures that while each iteration retains a distinct identity, they all remain firmly rooted in the global Hay Festival brand. The new identity also features a broad colour palette that allows each country where the festival takes place to have its own distinctive look and feel. Each country has its own six-colour palette, “synonymous with their respective culture and social nuances”, according to a press release. The colours are also used to create patterns and gradients that add visual interest and variety to the identity.
The festival’s color palette is a significant factor in distinguishing it from other literary events and conveying its cheerful and festive ambiance. Edit Brand Studio also shares their opinion, stating that the color scheme is vibrant, lively, and playful, reflecting the festival’s celebratory and joyful spirit. The colors also provide a sharp contrast with the black and white typography, which is elegant, simplistic, and timeless. The new logo and colour palette will be applied across all the festival’s touchpoints, including digital platforms, print materials, merchandise and signage.
Final Thoughts
The new identity is a bold and creative expression of Hay Festival’s vision and values, and a fitting tribute to its literary diversity and global impact. By embracing a world of different stories, ideas, and possibilities, Hay Festival continues to be a beacon of literary excellence and a platform for addressing pressing global issues. As Hay Festival embarks on its next chapter, this vibrant and dynamic new identity reflects its ongoing commitment to fostering dialogue, creativity, and international collaboration.
Also Read: Navigating Humanity Through Design: Key Moments at Design Miami/Design Week 2023
