The Hague Film Festival

The brief

After several previous successful editions, The Hague Film Awards decided it was time for an upgrade. The event was renamed as The Hague Film Festival. The annual awards show expanded into a fully film oriented festival with screenings, music, entertainment and showcases. With a new name and a new location, it was time for a new identity.

The approach

The Netherlands already has several well known film festivals, such as IDFA, IFFR & LIFF. New kid on the block THFF needs to stand confidently among those. A bold but recognisable visual identity was required. The Hague Film Festival needed to find its visual voice.

As a starting point for a concept, we ofeten like to dive into history and this time was no exception. We stumbled upon the SMTPE Film Leader. This is the short fragment you would see at the start of motion pictures back in the ‘60s. It displayed technical information for the people maintaining the projectors, such as how fast it should be played. Although the film leader had no purpose for the general public, it has become iconic for motion pictures.

We took the typography & visual elements of the film leader and gave a modern spin on it by adding color. There is a fine line in design between recognisable and cliche and we aim to stay at the good side of it.

Film, the material itself, is synonymous with motion pictures. But with the rise of digital video production, it has become a relic of the past. Using the visual elements of the SMTPE Film Leader, we give a nod of respect in the identity to where our digital movies all come from.

With respect to the past of the medium, we have developed an identity for the future of The Hague Film Festival, where it will stand proudly among others.


After the initial date of the new The Hague Film Festival got cancelled due to the Covid-19 crisis, the organisation found a new date to realise the first edition of THFF in an adjusted set-up. During an online award ceremony broadcasted live from PIP Den Haag on October 16th, The Hague Film Festival  revealed the winners out of a broad selection of local and independent film- and video makers. 


This chunky birb is the result of the request to create a mark that can be widely used for branding.

The stork is locally well known for being the symbol of the city.

In the Middle Ages they were domesticated to remove fish remains at the fish market and nested on the buildings in the city. They were seen as bringers of luck and prosperity.

Giving the stork a camera as head clearly communicates the main subjects: The Hague and Film.


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