A New Identity System and Logo for the Sundance Institute

The Sundance Institute, established by Robert Redford almost 35 years ago recently underwent a brand overhaul. Designed by Pentagram partner Paula Scher, the identity system was created so that the supporting circular images would be flexible and be used to present the logo in a variety of configurations. The system was also created to encapsulate the Institute’s various labs.

Upon my initial glance of the basic logo, thought it was pretty generic/blanc but after seeing the whole system, I definitely warmed up. Although there are a few minor things that I’d tweak and it’s obvious Scher is well versed in identity creation. She does beautiful work. It’s definitely worth a look…