Team of experts together with Jelena Babić and Sven Sorić modernized the DK festival identity to send a self-aware message: Fuck advertising. Love advertising.
DK festival has been recognized as one of the best events in the world by the British Association Excellence Awards for its out-of-the-box approach and top-notch organization. You can apply to become a part of the festival, which has a new visual identity to reflect the need for changing the communications industry and society we live in. The new slogan represents the message of change that is now more direct and self-aware.
DK is not here to talk about digital transformation, proactivity and interaction – and it surely will not try to persuade you that market communications cannot be deceiving. The festival invites you to paint a way towards innovative thinking and creating today – so tomorrow you can make a change. So…
Fuck advertising. Love advertising. Fuck PR. Love PR. Fuck technology. Love technology. Fuck CEO. Love CEO. @ DK2020.
The woman behind the new DK identity is Jelena Babić, who not only manages the rebranding project but also organizes the festival’s new edition along with HURA’s team. She conceptualized the idea, put it into words and redefined the festival’s viewpoint.
This new viewpoint is reflected in the visual identity, created by a young graphic designer Sven Sorić, whose work focuses on designing visual identities, book covers and publications for cultural institutions and independent cultural scene: The new visual identity of DK2020 is radically different from the old one. It is represented by the Fuck/Love aesthetic that permeates the festival’s identity. The monochrome colour story corresponds to the image ambivalence, which is strongly communicated by the dominant typography. The harsh grid of alternate horizontal lines enables the identity to be adapted for ads in digital and print media. The picture grain and gradient break apart the feeling of two-dimensionality that would otherwise dominate.
Imago Ogilvy worked on the execution of the visual identity. They will work together with the rest of the team to ensure the festival experience is unique and unforgettable.
You can apply to be a part of DK2020 now, but the early bird offer won’t last forever so the organizers encourage you to apply and book your accommodation as soon as possible. See you in Rovinj at DK2020!