London Surf / Film Festival 2016
Hosted across the capital and across two weekends, the annual London Surf / Film Festival is one of Europe’s most creative and relevant surf happenings.
In October 2016 the London Surf / Film Festival hosted it’s 6th annual event. This year a range of graphics was developed across print, web and animation. Inspired by a piece of artwork by Armchair Hero we took a simple visual language of swell diagrams and weather charts to create an intense graphic system.
When we met Chris and Demi the wheels were fully in motion, they were well on the way to launching London’s first surf festival. They were worried though, they didn’t want the event to be brushed aside as a few nights of wave porn – instead they wanted the festival to represent the many cultural facets of a modern surfer’s life. They wanted an identity that was flexible, iconic and a not too ‘rad’.
We created an look, added a slash to the name, and the rest is history. We’ve been producing everything for the London Surf / Film Festival for the last five years, in which time the festival has grown into a two weekend long event, consistently sold out and with heavy press coverage.
The slash in the logo represents a focus depth icon on a camera – but it has a deeper meaning. The brief was always to get across the festival as more than just a series of films, but as a celebration of surf culture. We suggested they add a slash, calling the festival the London Surf / Film Festival. Job Done.