I separated the festival title into three sections. Summer and language produced more feelings and visuals than the world festival. Therefore, seeing that the event will revolve around languages, the logo centered around themes of language, communication, and interaction. With this in mind, summery flairs will be added as a secondary image, like the use of a sun. An emphasis on characters who speak different languages, with flags, speech bubbles, and general togetherness appeared in the overall branding as well.
I produced multiple pages of sketches before picking those that captivated me most, outlining them in pen. I aimed to capture the visuals, which I eventually placed into multiple mood boards. Ultimately, working with a sun shape, talking heads, speech bubbles, and the writing systems of different languages was most fitting and portrayed the Summer Language Festival's imagery clearest. It was vital that I portrayed a variety of styles in my digitized versions: illustrative to playful cut-outs and a hybrid between the two, seen in the pennant and stacked text options.
Pulling from the mood board and sketches, I focused on the main imagery that the SLF evokes: interconnectedness, talking, sharing, and language. I was interested in producing logo styles that were simple yet clever communicating the message of SLF. At any given festival, bonus gifts are given in goodie bags. It was important to consider which item the logo would be printed on; not only would it be found on shirts and sweatshirts, lanyards, banners, or spray painted on streets, but would be found in smaller realms as well, like pins and stickers. Something which could exist in all sizes as the miniature, medium, and massive was integral in the logo's design. From small logo marks on posters and letter heads, to stickers on water bottles and laptops, to window and bus decals.
The logo will be represented on many different mediums, considering the kinds of items festival goers will enjoying collecting or buying throughout the entirety of the event. Common, reusable items, such as t-shirts, canvas bags, stickers, and lanyards will play into the tangible, collectible quality that attendees love and can introduce into their daily lives as reminders; this will give life to the festival beyond summertime.