Three weeks of music, film, and interactive technology. How does event branding capture the dynamic offerings of this event to inspire artists, entrepreneurs, and fans alike?
Going on 31 years, the 2017 SXSW art concept is based on the idea of creation and expansion. The abstract depiction of a cloud exploding outward is intended to connect with the scientific, tech, and art communities as a symbol of creation. Typography is broken up and manipulated to show how ideas blend between these communities during the event. There is a level of ambiguity to the imagery that is intentional. Unlike other festivals, a SXSW experience is not easy to plan for, with surprise guest appearances, performances, and collaborations happening both in secret and on public display.