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ADFEST Unveils A New Logo, Designed By Santosh Padhi

Ad Tribe! Bureau2 min read
The new ADFEST identity showing the logo, its pink and green palette and the lotus and trophy forms behind it

ADFEST has unveiled a new logo ahead of its 30th edition, designed by Santosh Padhi. Padhi is founder and creative chairman of Into Creative in Mumbai.

  • Designer: Santosh Padhi, known in the industry as Paddy
  • Occasion: adfest 2027, marking 30 years of the festival
  • Dates and venue: 18 to 20 March 2027, at the Royal Cliff Hotels Group in Pattaya, Thailand
  • The device: a strip of paper bent into a curve, where the negative space forms the shape of the ADFEST trophy
  • What else the form reads as: the letter A, a gateway, a lotus bud and a lotus petal
  • Palette: baby pink and pastel green, drawn from lotus imagery
  • Rationale given: paper as the place ideas take shape, and the lotus for resilience, awakening and purity in Asian culture

Why ADFEST Made The Gap The Idea

Because it makes the trophy appear without drawing it. Padhi's explanation is that bending a small strip of paper leaves a gap, and the gap is the trophy, which means the mark is the result of an action rather than a depiction of an object.

That is a harder thing to achieve than a stylised cup, and it is why the form also reads as a gateway and a lotus bud without any of those being added.

What An Indian Designer Doing This Signals

That the festival's own identity is now being authored from within the region it serves rather than for it. ADFEST has always been the Asian festival; having the mark drawn in Mumbai rather than commissioned from outside is a different kind of claim to that.

What Was Said

Chairman Vinit Suraphongchai said the new logo carries elements of the festival's heritage while feeling open, dynamic and ready for what comes next. Rob Sherlock, chair of the adfest Collective Advisory Board, said the festival has an extraordinary opportunity to be the place where those worlds come together while remaining unmistakably Asian.

More on the company at adfest.com. More news.

#ADFEST#awards#Brand Identity
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