Aberdeen International Youth Festival reveals new creative themes and visual identity for 41st year

The new identity retains the original pink of the AIYF brand identity incorporating the colour into the overall visual campaign. Sanna Annukka illustrated series of birds in motion featured in the identity, which aim to embody the spirit of the festival and will be used across all promotional materials.

"We were deliberately vague with our brief. Having been tied to the same design for the previous three years we were open-minded about what the future identity of the festival should be. The festival has evolved considerably over the past 41 years, from purely orchestral to embracing contemporary music, theatre and dance. The birds represent this expression of creativity perfectly and also appeal across all of our audiences and age groups," said AIYF PR and marketing manager Angela Michael of the creative.

The design will now feature on all marketing collateral including shop windows, billboards, posters, pavement projections and the festivals full listings programme.

APS Group Scotland creative director Michael Fraser added: "his has been a hugely rewarding project for the team. t is rare to be given such freedom but the team at AIYF allowed us to look at the festival, its heritage, future, sponsors, competitors and audiences and deliver a visual concept that reflects what the AIYF means today. The team at AIYF have also involved us at every stage of the design process, including inviting us to work with local primary and secondary schools on design competitions being run in conjunction with the festival. We’re incredibly proud to be a part of it."