The challenge was to develop an iconic and highly adaptive brand, that would be readily embraced by the greater community of Canberra, the seat of politics and journalism in Australia.
MAXCO developed a visually engaging signature which was drawn directly from the capital???s public architecture. First MAXCO looked to the National Carillon as a source of inspiration, working with it Brutalist form, structured in three parts.
The final branding for the festival is strongly geometric and iconic. The line work makes reference to the three pillars of the festival: Passion, Power and Politics, giving a nod to the pages of a book and pay homage to an iconic Canberra landmark. The final brand is extremely classic in style and is one that can grow and evolve confidently from year to year.