X FEST REBRAND
THE CHALLENGE
To rebrand the music festival, X Fest. The existing logo was incredibly outdated
and the festival needed a completely new branding system. This entailed every aspect
of the brand: a new logo, a new color palette, a new brand strategy, and new visual elements.
Client
X FEST
Year
2021
ABOUT THE FESTIVAL
X Fest was an alternative music festival in Calgary AB, Canada. It was hosted
by Calgary's alt-rock station X92.9. The festival ran in late August at Fort Calgary.
X Fest debuted in 2011 with a lineup that included Blink-182 and Weezer.
More recently the festival featured The Lumineers, Halsey, and Twenty One Pilots.
APPROACH + SOLUTION
The goal of the redesign was to rebuild the logo, scrapping most of its existing elements, including the roughed up X and bulky serif typeface. The new logo will have
a more streamlined feel and incorporate Calgary's identity into the mark. YYC is the Calgary airport code but is used synonymously among locals. Even the food venders
at the festival are called YYC Food trucks; making it a suitable term to incorporate.
