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How Wieden + Kennedy created identity for onedotzero festival

How Wieden + Kennedy created identity for onedotzero festival


onedotzero is a UK-based arts organisation promoting innovation across all forms of moving image and the motion arts, primarily known for its international series of festivals and events.

onedotzero commissions a new festival identity annually with the stated aim of pushing the boundaries of brand design and technology.

Now in its third year, the Brit Insurance Design Awards ‘the Oscars of the design world’ showcases the most innovative and forward thinking designs from around the world.


To create an identity for the festival, Wieden + Kennedy and computational designer Karsten Schmidt drew inspiration from the festival theme of ‘convergence and collaboration’.

Taking advantage of onedotzero’s active global community, aggregated content from online postings on Twitter, Flickr, Vimeo, Facebook and various blogs is used to generate the identity itself.

The extracted words and opinions are combined using specially produced software to create colourful and dynamic threads of text that merge in and out of each other to form onedotzero’s logo type.
This generative application effectively creates a ‘living’ onedotzero identity from which all visual communication is born; ‘paused’ to create print assets, ‘recorded’ to create film assets, and run ‘live’ as a digital Installation.

A 50m wide interactive installation was created for the festival at the British Film Institute on London’s Southbank.

Visitors could change and affect the identity and see their own personal messages formed by constant online conversation, and play with them using a Nokia N900 handset as a controller.

The entire system was built using ‘open source’ software and is available for anyone to download and adapt.

As a result, the identity will continue to evolve for the full duration of the onedotzero adventures in motion international festival tour.

Gain further insight into this project by watching the video below.

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