Y-festivaali (Y Festival) is a free cultural and human rights event that builds and celebrates an equal and diverse future. The Ministry of Justice’s Y-festivaali was organised in Helsinki in 2022 for the first time.
The visual identity for the event needed to be fresh and contemporary as well as relevant to the primary audience – young adults who are interested in equality-related themes, art and culture – while avoiding the clichés of equality and diversity imagery, such as illustrated hands with different skin color.
The visual identity celebrates diversity with bold and expressive gradient illustrations, an eye-catching brand mark with distinct personality and an energetic color palette. The abstract gradient illustration can be cropped in various ways to give different options depending on the application.
The festival themes are equally embodied in typography – a combination of serif and sans serif that give the brand personality and contrast while balancing urbanity with matter-of-fact sophistication.
The resulting identity is fresh and powerful, reflecting the nature of the event itself.