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Sundance Institute unveils a sunny new logo

Published August 21, 2013 2:58 pm

This is an archived article that was published on sltrib.com in 2013, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.

The Sundance Institute has a new logo, and it's a little ray of sunshine.

The nonprofit arts group, which is based in Park City, Utah, and Beverly Hills, Calif., unveiled the new logo this week. It consists of a bright yellow circle and the Institute's name in lowercase letters. (The typeface is Trade Gothic, if you're into that sort of thing.)

The logo is the work of the design firm Pentagram; specifically, Paula Scher, partner-in-charge and designer, and designers Lingxiao Tan and Kayla Jang.

On the Pentagram website, the new logo is described as "bold, iconic and memorable," using the yellow circle as a play on the sun in the Sundance name.

To reflect "the kinetic nature of the Institute," the circles are incorporated in other design elements, from stationary to the website — and even appear in the design themes of the 2014 Sundance Film Festival. (Yes, it's already time to start thinking about next year's film festival. Time flies, doesn't it?)

The old logo, a block-letter affair, had been in use since the middle of 2005. The old festival logo, which followed on the Institute's logo, was still in use this year in Park City — though it was often replaced by the festival's arrow theme.