Approached by the Sundance Institute, Lowrie was commissioned to create the identity for the Sundance Film Festival 2020 and produce a set of brand guidelines.
We were inspired by the pupil and the various shapes it takes whilst watching a film. A set of 8 symbols were created to celebrate the diversity that can be achieved within a single form, alluding to the themes and experiences connected with Sundance Film Festival.
The wordmark and symbols were integrated to abide with the standard US movie poster size. The result is instantly recognisable, whilst interchangebale colours and symbol allowed for mutliple variations.