Visual Identity and Motion Design for DEMO 2022 Festival
A moving identity connects thousands of screens into one public exhibition.
1 awardType Directors ClubStudio Dumbar/DEPT expanded DEMO into a nationwide motion-design festival in 2022, presenting work on 5,000 digital screens across the Netherlands. The identity combines expressive animated typography with a refreshed palette, while a rebuilt website and the DEMOverse offer another way to explore the programme. The system had to accommodate many locations, formats and participating designers.
Insights
- The second DEMO festival moved beyond Amsterdam Central station to a national screen network through Studio Dumbar’s partnership with Global. The event took place on 6 October 2022.
- Nine programme themes had to work across different screen formats and locations. The expansion required coordination of curation, technology and delivery alongside the identity.
- The studio retained the identity’s established structure but changed its colours to dark blue and acid yellow-green for the 2022 edition.
- The TDC entry describes a variable typeface animated by a custom script: each word takes on its own movement, while the website lets visitors distort the logo with the cursor.
- Collaboration with Cavalry gave the team a custom coding tool for exploring motion. The website added typographic animation and interactive elements built from letters.
- The redesigned website included the DEMOverse, an online environment presenting all selected projects in full, extending access beyond the physical screens.
- TDC recognised DEMO 22 in its 2023 Motion category, crediting Studio Dumbar/DEPT. The festival edition and award year are different.
Awards
Explore awards →Verified awards for this project. Years refer to the award edition; coverage is partial.
Type Directors Club2023
- TDC Winner ↗Motion
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