Designers of 2011’s State of Design Festival identity, SouthSouthWest, have revealed the much-awaited branding for this year’s event.

SouthSouthWest were announced as festival designers in January and have been working on the design over the past couple of months. According to the studio, they’ve interpreted the festival theme, ‘Design That Moves’ in both a physical and emotional sense. “We’ve used a rolling mix of primary forms and bright colours to allow the design to work on a number of levels: all ages, all languages and with a range of potential meanings from the most simple to highly symbolic. We are as interested in the pure moments of resolution, when the shapes are unmistakably formed, as we are in the fuzzy moments in between. It’s a design that we hope will develop onto a conversation.” SouthSouthWest explain.

SouthSouthWest aimed to create an identity that “engages with clarity”, by ensuring no gimmicks. Thus, they hope that their design is simple and “connects at a basic human level, empowering the audience to have their own take and to take what they will.”

State of Design is set to run from 20 July to 31 July at varying venues around Melbourne. The speakers for the ‘9 to 5 Talks Program’ have just been announced (nine questions to five design thinkers), and include Ilse Crawford (UK), Troika (UK), Kyung-Won Chung (S.Kor), Milton Glaser (USA) and Gareth Pugh (UK). More updates about SoD to come. Stay tuned.

View SouthSouthWest’s SoD identity below:

All images copyright SouthSouthWest.