Cultural codes of type: An investigation of typography used in cultural festival brandmarks

Typography functions as a culturally mediated sign in cultural festival brandmarks, yet it is an uncharted phenomenon. This thesis investigates typography used in cultural festival brandmarks by applying a case study method with three studies that focus on the typography used in 260 international cultural festival brandmarks from 2016 to 2018. The original contribution to knowledge that this thesis makes is in identifying the rise of text typefaces in cultural festival brandmarks and the use of international typefaces to attract audiences. This thesis provides guidance for designers, marketers, and scholars who work with typography in this rich industry.