DEMO festival celebrates motion from the world’s finest studios, designers, upcoming talents and art academies. The identity is built around a variable typeface, the shape of which changes according to a self–developed script. Any word entered into the script has its own animated character. While it remains legible at all times, the DEMO logo can be distorted at will by anyone visiting the website: simply by moving the cursor. Combined with a strong colour palette – orange and dark blue – the identity has genuine graphic impact. The DEMO identity shows a distinctive spirit and provides a framework for the work on display. Motion plays a key role, and collaborating with Cavalry opened more possibilities for experimentation. We also overhauled the website creating custom typographic animation and letter-based interactive elements.