This rebrand reimagines the Newport Folk Festival through a modern visual language while honoring its deep-rooted history as a space for musical exchange, social consciousness, and community. Drawing from the festival’s legacy of activism and tradition, the new identity updates its presence for today’s audiences, bridging generations without flattening its past.

At the center of the system is a custom-designed typeface, created specifically for the project to reflect the handmade, collective spirit of folk culture while remaining bold and adaptable across contemporary platforms. The typography works alongside modular iconography and references to archival ephemera, creating a visual rhythm that feels both grounded and current.

Extending the identity into the digital realm, I built a JavaScript-based website that transforms the logo into a generative system. 

generative logo in action

designed at Parsons