Examining’s XOXO pre-existing logo to create the new 2018 identity and stay true to the concept of XOXO acting as a safe space, we envisioned the square logo as a 3D cube with many sides and shapes that could be taken and used as frames. Those elements were then used as reoccurring supporting “framework” graphic elements. The main typeface is designed by Lucas Descroix and the open source, atypical weights and styles felt perfect for XOXO.

All these important pieces were then carefully interwoven throughout the festival from the printed guidebook to wayfinding to main stage background animations.

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