Aesterism is a festival of modern magic that takes place annually in Russia in the middle of August. Festival is made for the younger generation, for people from 18 to 25 years old. Among the Aesterism’s principles are open-mindedness and unity through magic. The festival is unique, as it offers an updated magic for the Generation Z.

Aesterism takes place among nature, beyond the city, so our guests can forget about the noise of megalopolises and let magic fill them. The festival provides different activities such as Tarot readings, magic workshops, crystals magic and green magic, good music, meditations, affirmations and a lot of opportunities for making new friends (for instance, speed-dating spots).

The metaphor for creating the festival’s identity is Tarot cards’ back, as Tarot is one of the main and the most recognizable symbol of modern magic.

Several card backs were created and put on top of each other. Overlay is a metaphor for divinations, as for predictions you put meanings and interpretations on top of each other as well. Thus, several interesting patterns have turned out and can be used as an independent element of corporate identity.

Also, an unusual Latin alphabet appeared on the back of the cards. The alphabet is using overlay and clipping masks too. Now predictions can be literally read.

The logo is really simple and concise and contrasts well with the complex graphics of the cards. The letter “M” is made in the shape of a card. It repeats the card’s form which is turned a little.

It is important that according to identity’s rules cards cannot be spread out evenly. They keep the plastic of the real cards, which are constantly scattered and mixed.

Special thanks should be given to the Russian Higher School of Economics (HSE Art and Design School) and personally to the tutor Tanya Dunaeva.