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Branding for Children’s Festival Territory.Kids

Branding for Children’s Festival Territory.Kids

The children’s festival preserves the main principle of the adult “Territory” – multi-genre. In the program “Territories. Kids” shows Russian performances, master classes, creative meetings, an extensive children’s and professional program, as well as an exhibition and educational project of the Moscow Museum of Modern Art PlayMMOMA.
All events are united by the idea – you can talk with children on serious topics in the language of contemporary art. Festival “Territory. Kids” is a celebration of contemporary art for children, presenting a variety of genres. The family festival is focused on getting acquainted with the contemporary art of children aged 6-16 and for their parents to get a glimpse of the world through a child’s eyes. This journey is a shared experience where children for once can teach adults to not take life so seriously. This is a festival for big children and small adults about how important it is to keep curiosity, spontaneity and love for life alive, and hopefully awaken some inner children longing to come out and play too. It was important for us to find an image of the festival that will not leave anyone indifferent, and when being a part of it, to evoke emotions, smiles and warm nostalgic feelings. At the same time, it will be relevant and correspond to the nature of a multi-genre contemporary art festival.
Gummy bears have become the visual symbol of the festival – a highly recognizable image, elevated to a cult, such as Mickey Mouse or Kaws figurines. They are familiar and unmistakeable to children and adults alike. In this case, these colourful levitating bears fill the atmosphere like festive balloons, spreading weightless joy and enchantment. Though the gummy bear is now over 90 years old, it still holds a place in contemporary culture. Today, the gummy bear is widely recognized as a symbol of popular consumerism and bygone childhood days; it has been replicated into gummy bear cartoons, stuffed animals, toys…and art.
Surprisingly, “gummy bear art” has become something of a sub-genre as artists take on this symbol of pop culture to explore political issues and dark emotions while maintaining a light, humorous air.
Gummy bears are used in performance posters as flexible shaping tools, with help of which image-symbols are depicted and directly characterize our production.

CREDIT

  • Agency/Creative: Omsky
  • Article Title: Branding for Children’s Festival Territory.Kids
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: Russia
  • Agency/Creative City: Moscow
  • Market Region: Global
  • Project Deliverables: Art Direction, Brand Identity, Typography
  • Industry: Entertainment
  • Keywords: festival, design, identity, contemporary, kids

  • Credits:
    Art-director: Oksana Paley
    Designer: Berezhna Yevheniia
    Motioin-designer: Stepan Makarov

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