New Sundance Film Festival logo is the perfect homage to the big screen

Sundance Film Festival logo and branding
(Image credit: Sundance Film Festival / Porto Rocha)

The US's longest-running independent film festival, Sundance, has just revealed a new logo and its first full brand identity intended for long-term use. And the design is perfect for a festival that champions independent movies, paying homage to the big screen and the history of moviemaking.

The new logo design is inspired by the standard cinematic widescreen aspect ratio of 16:9. Okay, so basically, it's just a rectangle, right? Well, yes. But it's a rectangle that says so much. Within the wider branding system, it will serve as a framing device, like the big screen itself, framing footage and stills from the festival archive (see our tips on how to design a logo for more inspiration).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.