Lollapalooza, one of the world's most iconic music festivals, launched an exciting new rebrand in celebration of its 20th anniversary in Chicago.
Created in collaboration with the festival's long-time design partner and creative agency Someoddpilot, the refresh aims to revitalize the brand for Gen Z fans.
The new visual identity was commissioned by Lollapalooza's parent brands C3 Presents and Live Nation.
It initially debuted in 2023 before expanding across the brand's website, social media channels, and in its home-base show in Grant Park.
Later this year, the bright visuals will also be deployed at Lollapalooza's global festivals in Chile, Argentina, Brazil, and Mumbai.
Since it began touring in 1991, the fest has gone from a counterculture movement to one of the world's largest outdoor music events.
The 2024 iteration in Chicago was headlined by a wide variety of iconic acts, including Blink-182, Hozier, The Killers, Megan Thee Stallion, Skrillex, Stray Kids, and SZA.
Another of the festival's highlights was a performance by rising pop superstar Chappell Roan, which broke Lollapalooza's daytime audience attendance record.
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The campaign will encompass digital, display, social, web, local OOH throughout the festival, and more.
Launching a redesign so heavily immersed in the festival's roots was an excellent decision for Lollapalooza.
"It was inspiring to work alongside the festival's founder and the C3 team to take a huge creative swing," Anton Jeludkov, Creative Director at Someoddpilot, said in a statement to DesignRush. "This was an opportunity to bring back the energy and weirdness of the original festival which was designed as a traveling circus, where anything can happen."
In working with an agency with ties to the Chicago music scene, the brand was able to retain its authenticity in its evolution over the decades.
This highlights the fact that hiring a rebranding agency is crucial for businesses to capture the identity they want to be known for.
Back in Chicago
Lollapalooza's new graphics were partially inspired by aspects of DIY culture, embodying bold '90s posters for alternative music acts printed on inkjet and Xerox.
Someoddpilot combined this loose style with all the dynamics and color of modern graphic design to create the festival's new look: a flexible and playful theme that can complement both thoughtful art pieces and bright festival grounds colors.
Characterized by visuals that symbolize music, the Windy City, and the planet, the theme incorporates wild designs reminiscent of sound waves.
It also pays homage to the city's culture, utilizing iconography such as the skyline and the Chicago Star.
Finally, it adds a human, earthly touch with found elements such as cutouts of nature and hand gestures.
Additionally, the agency was tasked to create a new festival logo for the 20th anniversary that incorporates the number 20.
It's worth noting that Someoddpilot has a rich history rooted in the festival's hometown, as the Chicago-based agency first began as an indie record label established 25 years ago.
It eventually climbed to prominence after creating the brand identity and website for the famous music publication Pitchfork.
Since then, it has worked with a prestigious roster of major brands, such as Fjallraven, Herman Miller, Saucony, and Patagonia.
Previously, Speedo also unveiled its rebranding during the Paris 2024 Olympics, showcasing a new logo and color for a more modern and vibrant look.
Editing by Katherine 'Makkie' Maclang
