The Journalism AI Festival –hosted LSE program and Google News initiative– celebrates their fifth edition in London in 2025 and it was proposed a redesign in their brand for their first in-person edition. The previous brand looked a little stiff because of its closeness to the program’s brand and its visual qualities. It was proposed a redesign that provides the festival its own identity and be differentiated from other events.
From explorations and evaluations on how much independence the festival’s brand needed, we chose, alongside the organizing team, to associate the festival with the program through the color, but the acquired an identity of its own, with acronyms in some displays, a typography with personality and completely new graphics and textures.
In the iconography, we started from the universal symbol of AI (the spark) until it was integrated to a texture that conveys transformation and connection. The same texture is essential for the brand’s environment, since it unifies and envelops the brand and its contents.
The displays in digital formats are notably differentiated from previous years and give elegance and flexibility in their multiple pieces. The print displays for the event venue and merchandising are an opportunity to stay on the mind of the audience, since the in-person event was largely anticipated.
