The identity, created by Bleach, included comments such as "Freak-filled wonderland". This was used as a tagline and an inspiration for the logo, which uses a variety of illustrated cartoon-like characters.
Previously the Big Chill has used images of the festival's location, Eastnor Castle, Herefordshire. However, the organisers felt this failed to encapsulate what the festival is about.
The identity is being rolled out in advance of the festival's August opening date. It will be used on its website, tickets, posters and signage.
United Kingdom
The Big Chill launches new identity
LONDON - Summer festival The Big Chill has launched new branding after consulting the event's fans about what the festival meant to them.