FUJI Festival · Visual identity
§Visual identity, 2026
FUJI
Festival 2026 / Fuji Field, Japan

The sign is a low Japanese table seen from above. The day programme uses it folded. For the night stages the same panels are opened into a grid.


RoleBrand designer
ScopeIdea, sign, patterns, colour, type, wayfinding, merch
StatusPitch to the organisers, in progress
Year2026
01 Problem
The festival changes its programme at sunset

FUJI runs talks and workshops in the daytime and music stages at night, on the same field. The organisers had the name and this format, and they were choosing a designer. I came to them with this identity.

Audience

Talks attract people who want to sit and listen. The stages attract people who came to dance. A festival look usually suits one of these groups better.

Budget

A separate night identity would need its own files, its own print runs and a second name to explain to partners.

Site

Visitors walk across open ground between zones and see a sign long before they can read it.

The organisers needed one identity for both programmes, with a visible difference between the day zones and the night zones.
02 Idea
A low table, seen from above
Four floor mats around a low table.People sit there and talk, so the shape faces its centre. The daytime programme works the same way: lectures, discussions, workshops.The sign as origamiI built the sign like a piece of origami. Folded, it is the day sign. When the panels open around an empty centre, it becomes the night sign.
Pencil sketches of the close
and open module
03 System
Built from five shapes

Every graphic is cut from five shapes on a 5 cm grid, and every cut is at 45°. No other shape appears anywhere in the identity.

Square
Corner
Panel
Rhombus
Octagon
Three graphics from one module
01 Hero The master sign. Posters, tickets, the main stage screen.
02 Linked 2 × 2 Four modules joined at the edges. Passes, stickers, the ticket stub.
03 Repeat The module tiled. Diamonds form where four corners meet. Wristbands, fabric, walls.
ColourRed and blush are used for the day programme, blue and lavender for the night. Bone and black appear in both and carry all the type.
Day
FUJI Red
#E41C00The main graphic
Blush
#F6A7BDQuiet zones and rest areas
Bone
#EDE3D6Paper and backgrounds
Black
#1C1C1BText and navigation
Night
Electric Blue
#1537F0Light, stages, screens
Lavender
#D2C1FDInformation and secondary items
Black Field
#1C1C1BThe night background
Bone
#EDE3D6Type on black
Type

League Spartan is used for large text: the logo, headings, stage names and dates. Space Grotesk is used for small text: schedules, captions and fine print.

League Spartan 900 / 800 / 700 Aa Main Stage
Night Stage
Logo 900, tracking −3%, leading 88%. Headings 800 in caps. Subheads 700 in caps.
Space Grotesk 500 / 400 Aa Aug 15 – 17, 2026
Fuji Field, Japan
Text 400, leading 140%. Captions 500 in caps, tracking 6%.
04 Day
Day Talks
Workshops
Community

Each item carries one graphic, at the largest size the item allows. Between items only the scale and the crop change.

All objects are mockups
PosterThe master sign, full width.
StoriesExample of using pattern system
WristbandThe repeat runs edge to edge.
05 Night
Night Music
Movement
Freedom

At night the programme moves to the stages and the sign unfolds. Blue reads like light on black. Lavender is kept for information.



Pulse gridThe main night sign. It tiles into the grid on screens and walls.
Open flowThe panels open wider and point outward. Entrances, signs, long formats.
PosterThe pulse grid on black.
Line-upEach day is marked with its own shape.
WristbandsBlue for general entry, lavender for guests, bone for crew.
Entrance gate and stage screen, visualisations

06 Wayfinding
Signs coded by colour

Bone signs lead to talks, black signs to the stages, lavender signs to info points and toilets. A visitor sees where a sign leads before reading it.

Lectures
Workshops
Sunset Talks
Night Stage
Club Hall
Info
Toilets
Signpost on the field, visualisation
07 Result
What the organisers get

This is a pitch, so there are no launch figures yet. The organisers get one system for both programmes, with rules simple enough to extend.

Brand Partners and ticket buyers deal with one festival name. The day and night zones get different colours inside the same identity.
Kit Five shapes, one grid, two palettes and two typefaces. Every item in this case was built from them.
Wayfinding Colour shows the zone from far away, and to visitors who can't read the language on the sign.
Print Flat colour and straight 45° cuts. Every item prints in two colours, with no gradients or outlines.
Hardware

Eyelets, snaps and pulls are cut from the same octagon and 45° corner, so the merch hardware matches the print.

Eyelet
Snap button
Zip pull
Cord lock
Strap buckle
The hardest part

The brief had a name and a two-part format. Before drawing anything I had to decide which zones belong to the day, which to the night, and where the switch happens.

What I'd test next

Print a ticket and a wristband at real size to check the 5 cm module. Read the signs from 20 metres away. Print both palettes in greyscale to see whether day and night still differ by shape.

FUJI Festival 2025 - 2026 / Aug 15 – 17 / Fuji Field, Japan
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