Abstract

The importance of visual differentiation in a crowded market is a key feature sought after by cultural festival identities. However, when researching a collection of international festival examples, it was found that typographic differentiation is at odds with this rationale. This paper discusses findings from a major study focusing specifically on typography in cultural festivals identities across 15 countries. Applying typeface classification tools and content analysis, the findings demonstrate very little differentiation in this sector. This leaves communication designers and type designers with untapped potential when designing for this a rich industry sector.