Arctangent is a three-day summer British rock festival for rock, post-rock, progressive metal, and experimental music.
Goal: Identity design for a music festival.
Project Type: Self-initiated
Printed Materials (Ticket, Brochure)
Arctangent's website: arctangent.co.uk
The logo with low legibility does not make a strong impression.
It lacks an influential identity across the entire design system.
The poster is not a fluid visual series.
. Condensed typefaces with little kerning space are poorly readable.
. It is difficult to express the characteristics of the festival in general typefaces.
. Complex illustrations used in posters are difficult to link with brand identity.
. The information on the posters is not well-organized.
. Pictures and illustrations are overwritten with type making them hard to read.
. A shift towards more accessible and conceptual design for the logo.
. Redesign the logo using a more readable typeface.
. Apply a strong identity to the entire application.
. Change the overall graphics to a simpler and more modern style.
. Create posters that include different blocks of information.
. Reconstruct the relationship between typeface and picture.
An angle, as a mathematical term, is a key point in the state of arctangent that people appreciate in the progressive music and performances that festival offers.
The angular idea has become a feature in all applications as well. An acute angle means "less" and an obtuse angle means "more". For example, a 1-day pass has an acute angle and a 3-day pass has an obtuse shape.
Directions were explicitly pointed based on angles between a horizontal line and an arrow.