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Brand Identity
A brand refresh for one of the most important cultural festivals in Latin America.
Context:
The Festival Iberoamericano de Teatro de Bogotá (FITB) is a biennial event and one of the most important cultural festivals in Latin America. After several years of difficulties, the FITB approached S&Co to renew its brand and appeal to a younger audience.
Challenge:
The FITB needed a fresh approach to revitalize its brand while honoring its past. The goal was to create a new visual language that would resonate with a younger demographic without alienating long-time supporters. Additionally, the FITB wanted to stop the trend of changing its logo with every new edition, which had diluted its original brand identity.
Solution:
We proposed celebrating the festival’s renewal with a single word: ¡VUELVE! This word served as a call to action, an invitation, and a declaration of intent.
We chose bold typography to inject energy into the graphic language, allowing for a scalable visual system. The use of two different font weights added a sense of unpredictability and uniqueness to every piece, reflecting the festival’s content and nature.
Instead of changing the logo, we restored the original FITB logo to honor the festival’s legacy. This approach ensured continuity and reinforced the festival’s identity.
Using ¡VUELVE! as the communication centerpiece for the 16th edition of the FITB, we celebrated the festival’s return to Bogotá and emphasized its cultural legacy. ¡VUELVE! invited audiences to appreciate the FITB’s history and reaffirmed its ambition to remain one of Latin America’s most beloved cultural events.
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