Create the visual identity system for Sydney Lunar Festival
Closed
We’re seeking expressions of interest to create a visual identity system for Sydney Lunar Festival.
- Applications are now closed
- Shortlisted applicants will be notified Wednesday 19 November 2025
About this opportunity
Sydney Lunar Festival is a celebration of the Lunar New Year. The festival program is one of the biggest Lunar New Year celebrations outside Asia, with street parties, cultural performances, traditional food, lion dances, dragon boats and art and light installations.
The successful visual identity system will be applied across a range of festival touchpoints. These include the event webpage, social media, signs, advertising, and sponsor and partner communications.
The system should inspire and make Sydney Lunar Festival recognisable to diverse audiences from here and overseas, businesses and event partners.
Project objectives
The visual identity system must:
- be inspiring and functional, allowing clear, impactful messaging that fits within a contemporary Australian celebration of the Lunar New Year
- draw inspiration from the communities that celebrate the Lunar New Year, reflecting culturally relevant traditions, stories and contemporary expressions
- incorporate the zodiac animal for each year from 2027 to 2031, in line with the lunar calendar
- be clearly recognisable as Sydney Lunar Festival to diverse audiences including international and domestic visitors whose first language may not be English, and locals, businesses and event partners
- complement the City of Sydney’s brand to ensure attribution
- be accessible and inclusive, meeting accessibility standards (minimum WCAG 2.0 AA guidelines for web)
- enable reuse, year on year to be environmentally sustainable, efficient and optimise brand recall
- be original, with the intellectual property rights in all deliverables (including any third-party material) assignable to the City of Sydney as the copyright owner of the visual identity system including all core elements
- support our internal design team to apply a cohesive visual identity across all communication materials and event collateral – examples are included in attachment B
Before applying, we encourage you to read our related plans and strategies:
Core elements
The visual design system must include the following core elements and associated graphic assets such as fonts, icons, illustrations and animations.
These will be used by our internal design team across event communications:
- Logo and logomark
- Primary logo: the main representation of the event brand, including colour, size and clear space guidelines.
- Secondary logos: variations for different applications, for example, horizontal, vertical, or simplified.
- Use guidelines: rules for how and when to use different logo versions, placement on various backgrounds, restrictions on alterations, working with the City of Sydney logo and any co-branding logo guidelines.
- Colour palette
- Guidelines for how to use the colours including HEX, CMYK, PMS values, colour combinations and proportions.
- Accessibility guidelines: for colour contrast to ensure readability and accessibility.
- Typography
- Primary typeface: the main font family used across all brand communications.
- Secondary typeface: a complementary font for body text or subheadings.
- Styling rules: guidelines on font size, weight, spacing, line height and hierarchy to maintain consistency across different formats.
- Graphic elements
- Incorporation of the zodiac animal for each year from 2027 to 2031.
- Image guidelines: application of photography and photography style guide.
- Iconography: custom icons that fit with the brand’s style, with guidelines on use, size and colour.
- Shapes or layout grids: specific geometrical shapes, patterns and grid systems that help create a cohesive design layout.
- Motion and animation
- Motion guidelines: how to apply motion graphics or animations to maintain brand consistency in video or interactive content.
- Applications and use cases
- Print materials: guidelines for the layout and design of event signage and installations, event accreditation passes and posters.
- Digital applications: instructions for display advertising and digital posters to maintain visual integrity across screens.
- Environmental branding: how the brand should appear in physical spaces, such as signs including billboards and wayfinding pylons. Examples of out of home items can be found in attachment B.
- Branding tips to follow and avoid
- Best practices: examples of correct application of visual identity. Misuse examples: clear examples of incorrect applications, such as stretching the logo or using the wrong colour combinations.
Where any core element or deliverables include a specific zodiac animal or year, reflecting a particular Lunar New Year, versions of that core element or deliverables suitable for use for each Lunar New Year from 2027 to 2031 must be provided.
The process
Your questions answered
Your questions answered, 21 October 2025PDF · 97.02 KB · Last modified
Consultancy agreement
Simplified consultancy agreementPDF · 369.26 KB · Last modified
The successful applicant will be required to sign this agreement before beginning work on the project.