Sound & silence: Anti’s identity for Bergen International Festival

We’ve seen a flurry of festival identities that range from the inspired to the expected, but the Bergen International Festival instead embraces the mathematical rhythm of music itself. From Norway-based studio, Anti, the identity is derived from the seeds of design and music — the pixel and the note. With a lineup featuring everything from classical to avant-garde, there was a challenge to speak for all genres with a united voice.

As an initial study, “defining a strict mathematical framework for the logo allowed us to use the perfect square as a starting point for a rhythmic pattern. The pattern – created by applying the rule of four to the logo – provides us with the beat. The coloured bars; the music or human creativity/interpretation. Looking to bridge musical & visual language, we started with what they both had in common: being constructed from a single fundamental element — a note and a pixel.

Using this singular element to build the iconic ‘F’ logo — like a chord constructed of various notes — we established a mathematical system that allows the logo to grow, subdivide and rhythmically repeat like musical units creating a beat or tempo. By visualising music through modular systems, we created an identity that is strong and flexible — with endless possibilities — yet never loses brand recognition. A logo that is both a traditional logo, and a living identity.”

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In addition to traditional music festival materials, Anti explain that they “wanted to use new ways to create brand awareness that spoke to the identity of the festival, it’s culture, geography and heritage.” By including elements such as, “a rain poncho using the brand patterns for rainy Norwegian days, a traditional Norwegian sweater, connecting the brand to traditional knitting patterns, and a digital campaign where people could play and compose, unknowingly engaging with the brand on our music sequencer.”

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Established in 1953, the festival is one of the oldest and largest of its kind in the Nordic countries, with more than 220 events over 15 days. Creative Director at Anti, Endre Berentzen, explains that there is “a finely tuned balance between the structural tightness found in music and the playful invitation to grand experiences.” As music is composed of “sound and silence, carefully and mathematically structured through a perfect balance of rhythm, pitch, dynamics, and timbre” it was essential for a harmonious dual presence to be communicated.

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http://anti.as

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