Music branding experts and Form creative partners Paul West and Paula Benson have designed the energetic new look for V Festival. It includes a set of bespoke letterforms alongside a fresh Virgin V, a new colour palette and an encapsulating Virgin logo. 

The new identity has been launched as part of the first stages of marketing for the festival's 22nd year running. If you’re attending, you’ll spot the new logo onsite at the festival parks – Hylands Park and Weston Park.

Paula says they were given a very open brief, and after presenting several different design concepts, the chosen was a "purely instinctive response". 

"We were united in wanting to achieve an 'upbeat' feel with a hint of fairground and circus aesthetics without being too obvious or clichéd," she says.

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