The Edit: five projects including PORTO ROCHA’s timeless identity for the Sundance Film Festival

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Established in 1985, the Sundance Film Festival is the largest and longest-running independent film festival in the United States. In collaboration with Sundance Institute, the team at New York-based agency PORTO ROCHA developed a comprehensive identity and design toolkit for their 2023 event. Central to this is the new logo, defined by a film-inspired aspect ratio. Thanks to its versatile geometry, it is used throughout the brand assets as a framing device for footage and stills. In a similar fashion, the rest of the brand elements support a multiplicity of layouts and compositions – reflecting the diverse stories and perspectives of the festival itself. The digital world – apps, websites and the like – shape much of how we experience life today. At the centre of this, and what we ultimately depend on, is code that works seamlessly. Despite the momentous importance of the software teams and developers driving growth and making it all run smoothly, they are commonly perceived as working behind the scenes instead of getting the credit they deserve. Recognising this, application testing platform SauceLabs teamed up with How&How to create something that would turn things around and appeal to software teams. Central to this is the new logo – parenthesis are crafted to form frictionless shapes that not only resemble an abstract ‘S,’ but also create an abstract bolt in the negative space – expressing the speed and precision of the company. Accompanying this is a colour palette inspired by software testing traffic light systems (pass, issue or fail) – a distinctive core green leads the look supported by amber and coral.