The Edinburgh International Festival (EIF) is one of the world’s greatest performing arts festivals. EIF needed a brand identity that delivers a consistent experience across all areas of its work. The new identity communicates EIF as a whole, as much as individual events within it. The intense yellow stands out in public space. Real handwriting reflects energy and creativity. The new logo is a dynamic system; easy to animate to fit the digital era. The message "Welcome, World" underlines Edinburgh’s status as an enlightened city and EIF’s core mission to bring artists and audiences together. +12% ticket sale, +89% visitors: EIF was more visible.