The Albuquerque International Balloon Fiesta brings hundreds of people to New Mexico to see the wonder of hundreds of hot air balloons lifting off into the sunrise every morning for a week. Dedicated balloonists from around the country come together for this week-long event. From a small gathering of 13 balloons in 1972, the Albuquerque International Balloon Fiesta has grown to become the largest balloon event in the world, bringing people to see its wonder and to spread the cultural heritage of New Mexico.
The Anasazi and Navajo cultural heritage of New Mexico is the main focus of the new identities design. Its purpose is to focus back on the community, to bring light to the artisans that still sell their wares at the festival and to enlighten others on the history of the land.
The Sangre Mountain Range
The Sangre de Christo mountain range is the inspiration for some of the orientation of the pattern, These iconic mountains are home to many a Native American wall carving and see the yearly hot air balloons float over top them. It is a large part of the states cultural wealth and pride.
EXO Soft Semibold
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Vv Ww Xx Yy Zz
The logo mark is a geometric yet humanistic mark composed of two spirals and 2 triangles in the form of a heart. The spirals are from old Navajo markings that mean to be ascending or going up as the flight of an eagle. The triangles represent the mountain range and the shape was both a heart, to show how culture brings people together, and a hot air balloon, both being the pride of the state.
The accompanying pattern to the logo is geometric, inspired by the Native American seed pottery, which the brand color palette was pulled from as well. The central shape is the in each block is the symbol for mountain range and the use of the pattern diagonally like this is to emphasize the peaks and valleys like in the mountains that inspired it.
The paper system is covered wholly in the pattern to invoke a cultural sense of commonality with the people. The system includes a flyer, daily rundown of the festival for staff, tickets that are keepsakes, and staff id and business cards.
Stock photos from Pexel.com & AIBF.com
Mockups from Graphicburger.com