Fusing the arts and sciences together through a celebration of innovation, creative urge, and curiosity.
Entering the festival scene as a new innovation project by NTNU, Hyfer aims to sprout new links across disciplines and work as a symbiotic hub supporting its partner ecosystem by breathing new life into exciting innovations and breakthroughs.
Hyfer
What the fungi are Hyfer?
Well, to find them we actually need to look under the earth's surface, where they usually grow undetected. Here, hyfer ("hyphae" in English) are comprised of hypha, which are the long filamentous branches stretching through woodland for kilometres, forming a complex organism. Hyphae are important structures that when combined together create a vast underground root network called mycelium - resembling a network of braincells.
Mycelium, the web of fibrous tissue from which mushrooms spring has been coined as "the neurological network of nature", providing nutrients to surrounding plant life, enabling trees and other plants the ability to communicate with their seedlings. The perfect model of sustainability, it can break down and recycle organic matter, break down rock and create soil - breading new life.
Similar to the way mycelium works with the soil and its surrounding ecosystem, Hyfer Festival will work as a symbiotic hub supporting its partner ecosystem by breathing new life into exciting innovations and stories and providing the right support for people to connect and learn from one another.
As a new festival organisation with a totally new business model, the brand Hyfer is reflective of how the festival organisation operates. We have a bottom up approach, where we rely on strategic partners to create quality content, while as an organisation, we lift them up and support their efforts and outreach through creative coordination, marketing and storytelling - much like the mycelium network.
Why the name Hyfer and what's the strategy behind it?
Transcending from the forest to the city, Hyfer Festival will be a collective hub that supports and strengthens Trondheim’s knowledge ecosystem.
Visual Identity
Visual Identity
Goal: Create a visual identity that is playful, friendly and peaks curiosity!
Visual starting point
A strong brand identifier is the graphic shapes extracted from the moving graphics developed for the brand.
The pattern system was developed using mathematics to create an ever changing growth principle. In media, we use the moving animations, and in static materials we use vectorized shapes.
The pattern system forms moving webs resembling the mycelium network as well as physical elements of the brain. The idea is to allow Hyfer’s brand image to shift and change a little each year - so it is never static but adaptive to it’s surroundings.
Brand Mark
The Hyfer brand mark was designed to achieve a balance between modernity and a touch of organic appeal to complement the pattern. The brand mark features an all-lowercase format, conveying a casual and friendly vibe, using a clean font that has been modified with rounded edges to harmonize with the patterns.
The brand platform for Hyfer was intentionally created to be adaptable, with the pattern evolving over time to remain relevant.
