In 2023, Mam’Gobozi Design Factory designed a bold and distinctive identity for the African Film & Art Festival (AFAF), visually capturing the essence of African storytelling through music and film. The new identity cements AFAF’s presence on the global stage, amplifying its cultural impact and recognition.
Held annually in Providence, Rhode Island, USA, AFAF is a five-day cultural festival dedicated to celebrating the ancestral music roots of the African diaspora and showcasing contemporary African cinema. Despite its growing influence, AFAF had operated for four years without a cohesive visual identity.
"We faced the challenge of crafting an identity that resonated with the essence of the event. Africa is a diverse continent, how do we design a mark that celebrates that diversity? How can we merge the music (art) and cinema (film) in a mark”, explains Osmond Tshuma, creative director at Mam’Gobozi Design Factory.
To reinforce cultural preservation, the team drew inspiration from one of Burundi’s lost wooden shields—a powerful emblem of African heritage. “The geometric patterns from the shield became the foundation of the festival’s visual identity, elegantly woven into the logo and brand system,” Tshuma explains. The final result introduced two distinct yet interconnected visual languages: one resembling a mask and a musical drum, and the other evoking a mask and a film camera.
The outcome is a captivating and versatile identity that positions AFAF as a platform for African art and cinema, ensuring the festival’s storytelling legacy resonates with audiences worldwide.
