Before heading to Barcelona, I started to imagine what the event design of OFFF might look like on-site— especially after diving into their online identity. My goal was to observe how consistently this visual language would translate into the physical space.
What I expected to see:
A wellexecuted event design system should go far beyond just a good logo. I was looking for a coherent visual experience, where all elements come together to form a strong, consistent identity.
These were my key focus areas:
1. Core Design Elements in Use
- Logo: How is it applied? On its own, or always in combination with info? Monochrome or full color?
- Color Palette: Are the bold color combinations from the digital world carried over into the physical space?
- Typography: Does the heavy, sans serif type carry through across all materials?
- Icons & Pictograms: Are there custom icons or illustration styles supporting navigation or content?
2. Signage System & Wayfinding
A strong event identity should extend to the navigation system. I was expecting to see:
- Color-coded zones or areas
- Clear visual hierarchy in signage
- Consistent use of typography and iconography
- Materials and formats that reflect the festival’s tone
3. Areas of Application
Online Media
- Homepage, social media posts, event teasers
- Mail signatures, online banners, and ticketing visuals
Offline Media
- Printed flyers, magazines, posters
- Editorial layouts and environmental graphics
Merchandise
- Stickers, T-shirts, bags, fabric applications
- Possibly limited-edition printed artwork or zines
Outdoor & On-site
- Banners, signage, stage backdrops
- Screens and projection visuals
- Entryways, queues, and branded spaces like lounges or food areas
Beyond the Basics
I was also curious whether the branding would extend to:
- Staff uniforms or lanyards
- Digital screens and transitions between talks
- Printed programs or daily schedules
- Sponsorship visuals and how they’re integrated into the identity
OFFF positions itself as a leading creative festival—so I was expecting not just consistency, but also experimental flair: bold decisions, playful twists, and maybe even moments of surprise where the identity breaks its own rules in clever ways. The visit would be the perfect opportunity to test whether OFFF can deliver a true best-practice example of immersive event branding.
