With last year’s re-brand of the Icelandic Festival of Manitoba being a complete success, president Robbie Rousseau wanted a look for this year’s theme that connected Iceland with Canada’s 150th birthday. With Friday afternoon beers in our hand, our team set out on a creative journey pitching tag lines and ideas that could incorporate elements of the new brand and fulfilled our objective: To create an exciting, culturally reflective look for this year’s theme that will incite people to want to attend and discover their Canadian and Icelandic heritage. After a few rounds of internal changes, we created three distinctly different concepts and presented them to the board.
This was a very fun, team-building project to work on and we’re excited to present to you the 2017 Icelandic Festival theme: Discover Your Land.
The Icelandic Festival of Manitoba in itself is a celebration of Iceland and Canada together. Visitors, sponsors, friends and locals, no matter who you are, while you are at the festival: we are all Icelandic and we are all Canadian.
This year’s theme celebrates the coming together of Canadian and Icelandic culture forged together over 100 years. An important aspect of this year’s theme is storytelling. Storytelling is one way to unite these two distinct cultures. The stories of bold pasts and bright futures create a bond that has endured through time.
Brush strokes and brand elements are used to paint a story, while still featuring the runes within the headline, giving the type a mythical feeling. The brush strokes take the form of Canada and Iceland, while contrast and vibrancy conjure the celebratory feeling of the festival.
We are bound together by our rich histories, and the tales of bright and bold are emphasized. Despite being an ocean apart, our two countries are similar in strength, pride, and perseverance. Bonded in northern weather and weight, we are fearless and enduring in our respective country’s landscapes.