The Main Event

The rebrand responds to Sonar’s position as a pioneer of electronic music and digital culture. The project repositions the festival identity to better reflect its technological innovation and experimental programming while engaging a digitally native creative audience.

The identity operates as a modular generative framework rather than a fixed mark. Inspired by waveforms and coding logic, sound is translated into evolving graphic structures, typography, and motion behaviors.

See the process book

See the brand guidelines