Identity Designed is a showcase of brand identity projects from around the world.

Flachlandfest

Contributed by Amsterdam-based graphic designers Ingeborg Scheffers / Hans van der Baan.

Flachland sticker

About Flachlandfest

Flachlandfest is a cultural festival in Berlin (Flachland means flatland, referring to the flats of the Dutch and Flemish landscapes). Flachlandfest is a three-day festival that showcases a representative cross-section of contemporary productions by young and aspiring Dutch, Flemish, and German artists. Flachlandfest explores the borders between art, film, music, theatre, dance, and literature, placing a special emphasis on crossover art forms.

Flachland flyer

Flachland flyer

About the identity

The visual identity is based on the dialog between Flemish and Dutch artists, between artists in the art scene of Berlin, and between the different art forms.

Flachland program

Flachland sticker

Flachland sticker

The logo

The logo is based on a colour system that mixes two colours, adding another on the places where these two colors overlap (a third, or in graphic design trade jargon, mixed-ink pallet or overlay).

Flachland logo

Flachland logo

The Fachland E.v. organization chooses four main mixes for the most important expressions (flyer, poster). For the rest it is free to choose all logo colours for different expressions.

Flachland poster

Flachland poster

Flachland poster

Flachland poster

Flachland poster

Flachland poster

About the different expressions

Flachlandfest was a low-budget event, meaning there was only money to print the basic forms like a flyer, poster, sticker, program and an invitation. The designers needed to be smart with this. By folding the poster around an invitation and putting the flyer and sticker underneath with a letter of the Flachlandfest organization it became a press kit booklet.

Flachland presskit

Flachland presskit

This project was produced in co-operation with Hans van der Baan.

View more projects in Ingeborg Scheffers’ portfolio. Follow Ingeborg on Twitter.

5 much appreciated comments about “Flachlandfest”

  1. The poster is itself quite busy and shown on the photos in even busier urban environments. This makes it blend in rather than stand out. But is this effective communication? The design is simple but could have embraced cost consciousness even further by using fewer colors or just one color.

  2. I am not quite sure – how a brand would stand in its consumers’ mind in such fussiness ? I can only see the random colors makes the brand sway away. But the application of the logo in different media – attracted me a lot. What I feel is the application of Types more or less makes the difference.

  3. It’s a very attractive colorful design, but it reads very difficult. I feel it is the application that really draws me away from this. The contrast of the busy poster with the graffiti just makes a communication nightmare more me. The 5th picture is executed very well, I wish the art direction would have stayed with this very grunge feel.

  4. I agree with Christian, this is far too busy, and gets lost in busy environments. Also I’m disappointed with the logo, I can’t stand when transparency and layering of colours becomes the design. It works best to design in negative and positive, not semi-positive or semi-negative.

    I’ll admit this is colourful and fresh looking, however, I don’t feel it’s strong enough a design.

  5. I don’t agree, I do love this identity. In fact I saw this identity in the streets of Berlin in real life. It was not an ordinary-grunge-one-color-what-you-expect-in-Berlin-identity.

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