My research on major events across continents reveals a common pattern: many events maintain consistent corporate identities (CI) or logo designs, with only minor contextual changes over time.
Traditional festivals and cultural events, such as the Lunar New Year in Asia, Diwali in India, Holi, or Lantern Festivals, as well as European events like the Oktoberfest, rely on timeless, culturally rooted visuals that rarely evolve, preserving their heritage and recognition. Similarly, iconic modern festivals like Coachella (USA) and Tomorrowland (Belgium) maintain consistent branding, occasionally tweaking color schemes or adding seasonal updates, while the core identity remains stable.
In contrast, globally oriented or rotating events frequently embrace evolving designs to reflect their host cultures or respond to societal trends. Sporting events like the Olympics, FIFA World Cup, Asian Games, and African Cup of Nations redesign their logos and visual identities for each edition, incorporating local cultural elements and modern design trends.
Similarly, political gatherings such as G7 Summits or Climate Conferences (COP) adapt their branding to highlight global priorities like sustainability, innovation, or collaboration, often influenced by the host nation’s identity.
Overall, the balance between stability and adaptability varies across events. Traditional and brand-focused events prioritize continuity for global recognition, while international and rotating events use dynamic design languages to capture the diversity, values, and trends of their specific contexts. This duality reflects how events worldwide align with societal and cultural changes while maintaining their distinct identities.
