The core idea for 'colour' festival’s identity was to advertise it by not using any colour, or using as less color as possible.
There is no specific slogan for the festival advert. It is rather a bunch of fun/ interesting/engaging facts about colour. The whole identity was made to be always changing, ever-different and for that reason, there are few different background images, different catchphrases, few different colours for text was used.
The abstract visualisations used in background were made mainly by experimenting with different software. By being quirky visualisations represent the waves of light – the most important part of both colour existence and for human being able to see the colour.
For which reason, the name Luminous Flux was chosen, which emphasises the importance of light when seeing color.
“In photometry, luminous Flux or luminous power is the measure of the perceived power of light. It differs from radiant flux, the measure of the total power of electromagnetic radiation (including infrared, ultraviolet, and visible light), in that luminous flux is adjusted to refect the varying sensitivity of the human eye to different wavelength of light.”