Asst. Prof. Akarapon Kritruenonwong
Abstract :
This project presents the identity design and key visual system for UNFEST’25, a festival centered on creativity and real-time technology. UNFORMAT Studio serves as the principal founder of the festival, working in collaboration with partners specializing in production and professionals in the field of virtual production. The design approach for this year extends and expands the core identity formulated by UNFORMAT Studio, adapting it for large-scale festival applications across multiple media formats including stage environments, LED screens, livestream interfaces, promotional materials, and contemporary digital platforms.
The central concept of the Key Visual is based on the TV Calibration system, incorporating elements such as colour bars, alignment grids, and test patterns as the primary visual language. These components function as visual metaphors for system readiness, signal stability, and technical precision in real-time processes—core characteristics of UNFEST’25. The colour system, including the program category colours for the five content divisions (UNFILM, UNFOLD, UNCINEMA, UNLIVE, UNDEMO), is derived directly from the TV Calibration palette to maintain conceptual and visual coherence throughout the festival identity.
The project also includes the development of a custom typeface, “UNfont,” designed by extending the typographic character and design principles inherent in the identity of UNFORMAT Studio. UNfont functions as the primary display typeface of the festival—serving headline, display, and core identity purposes—ensuring consistency, recognizability, and a unified visual voice across all festival applications. The resulting system forms a complete, flexible, and fully deployable identity capable of supporting all communication needs of UNFEST’25.
Objectives :
- To develop the UNFEST’25 identity system as an extension of the core identity of UNFORMAT Studio, enabling effective application across diverse media and multi-platform environments within the festival context.
- To utilize the TV Calibration system as the primary conceptual basis for the Key Visual and festival colour system, drawing from calibration bars and structural components to establish a visual language aligned with real-time technology.
- To create a flexible and fully adaptable identity system suitable for implementation across static and motion graphics, LED screens, stage environments, digital media, and all communication channels of the festival.
Conceptual Framework :
- Extension of the UNFORMAT Studio Identity: The 2025 identity design is not a reinvention of the brand but a brand extension, building upon the existing identity framework of UNFORMAT Studio—the origin of UNFEST’s visual DNA. The design maintains the essence of the mother brand while expanding its capacity for application within a festival-scale environment that requires broader visual and functional versatility.
- Application of the TV Calibration System as the Primary Visual Language: Elements of the TV Calibration system—including colour bars, alignment grids, and test patterns—are employed as the structural foundation of the Key Visual and the festival colour system. These elements serve as universal visual codes representing system setup, signal stabilization, and real-time technical operation, aligning directly with the nature of UNFEST. The five program categories (UNFILM, UNFOLD, UNCINEMA, UNLIVE, UNDEMO) adopt colours directly derived from calibration bars to ensure conceptual unity.
- Development of the Custom Typeface “UNfont”: UNfont is developed by extending the typographic structure and personality of the UNFORMAT Studio identity. Designed as the official festival typeface, UNfont is optimized for large displays, motion graphics, signage, and graphic applications. It establishes a coherent visual voice across all communication materials, enhancing recognition and reinforcing brand unity.
Process / Methodology :
- Research & Analysis: A study of UNFORMAT Studio’s identity system was conducted alongside an analysis of media requirements for the festival. Additional research examined the structure and colour logic of the TV Calibration system to determine which visual components could serve as the foundation of the festival’s visual language.
- Develop & Design Identity System: A modular identity system was developed by extending the design principles of UNFORMAT Studio. The Key Visual was constructed using colour bars and alignment grids derived from the TV Calibration system. A program colour system for the five festival categories was established by directly referencing the calibration palette.
- Typeface Development: UNfont: UNfont was designed as a custom festival typeface by referencing and extending the typographic traits within the UNFORMAT identity. Adjustments were made to shape, weight, spacing, and display performance. Digital font files were produced and tested across multiple formats, including LED screens, motion graphics, and printed materials.
- Applied for Applications: The identity system, UNfont, and colour system were applied across all festival platforms, including LED stages, livestream graphics, infographics, promotional materials, and social media content. The system was finalized through comprehensive brand guidelines for practical deployment.
Techniques and Materials :
Graphic Design and Communcanition Design
Result / Conclusion :
The resulting UNFEST’25 identity system is fully operational, coherent, and adaptable across the festival’s diverse communication and media environments. The Key Visual—built from the TV Calibration system—establishes a strong visual signature that conveys readiness, precision, and real-time technological energy. The custom typeface UNfont reinforces a unified brand presence across all applications, providing a distinctive and recognizable visual voice. Collectively, the system positions UNFEST’25 with a clear and contemporary identity capable of standing prominently on an international stage.
References :
UNFORMAT Studio. (n.d.). Design portfolio & studio profile. Retrieved from https://www.unformatstudio.com/
SMPTE. (2015). Engineering guideline: Color bars and test patterns for broadcast television systems (SMPTE EG 1-2015). Society of Motion Picture and Television Engineers.
National Association of Broadcasters. (2019). Television test signals and calibration patterns: A technical overview. In NAB Engineering Handbook (11th ed.). National Association of Broadcasters.