Rainbow Serpent

Project Type: Brand Identity Guidelines - University Project

Date: 2022

Tools: Adobe InDesign, Adobe Illustrator

Overview

This project redesigns the brand identity system and guidelines for The Australian "Rainbow Serpent Festival." In this university assignment project, I will be designing a range of communication items and presenting them in basic brand guidelines that will be used to demonstrate a unified visual system that communicates the personality and essence of the Rainbow Serpent Festival. The Rainbow Serpent Festival is an annual open-air music and arts festival in Australia, its name is inspired by the Indigenous Australians' dreamtime creation myth of the Rainbow Serpent.

Goals

This project aims to create and provide brand identity guidelines to communicate the branding of the Rainbow Serpent Festival in detail. The brand identity guidelines will be made using Adobe InDesign, encompassing colour palette, typography, logo design, graphic elements, poster and ticket design, website design for desktop and mobile, and also merchandise design.

Process

Colour Palette

This colour palette contains contrasting colours, namely orange and dark blue, as well as complementary colours like blue and purple. The selection of diverse colours also aligns with the "Rainbow" theme of the Rainbow Serpent.

Typography

The primary font is Bread Rough, which will be used mainly for the headings. This typographic style has a sense of natural, real, and creative. The secondary font is Plus Jakarta Sans, which will be used for all the body text. This typographic style is simple and easy to read.

Logo Design

The shape of a serpent inspires the logo, and the three “serpents” symbolise a rainbow. The logo’s shape and font are like a raw drawing with a wet paintbrush, which resembles art, natural and organic. The three “serpents” on the logo are slightly different shapes to symbolise diversity and break boundaries. They can also be interpreted as silhouettes of the heads and bodies of people from afar that are unique and resemble us as humans.

Graphic Elements

The aboriginal art and patterns inspire the graphics. With the wet paintbrush art style to match the logo, these graphics symbolise the serpent, waterhole, circle of connection and creativity with bright colours.

Final Design

Poster & Ticket

The poster features a photo capturing the excitement and atmosphere of the Rainbow Serpent Festival, along with the logo, event details, and graphics for decoration. The ticket design also includes colourful graphics, the logo, ticket numbers and categories. Both the poster and the ticker are made using Adobe Illustrator.

Website (Desktop)

The website of the Rainbow Serpent Festival features information about the festival, starting from event details, the background of the event theme, event collaborations, and other particulars.

Website (Mobile)

In addition to the desktop version, the Rainbow Serpent Festival website is also available in a mobile-responsive format.

Merchandise

Several mock-up merchandise items are also designed as complements to the Rainbow Serpent Festival brand guidelines, including tote bags, t-shirts, hats, and wristbands.