The new South by Southwest rebrand celebrates its diversity and convergence of many disciplines. The new brand identity embraces a cohesive yet a dynamic system that can hold many disciplines that South by Southwest provides. Its new mark represents the direction, Southwest, as the first read and the letter X as the second read, which emphasizes interaction and convergence of the interactive, film, and music industries. Many different disciplines work under this mark but each one speaks for a unique voice that represents each discipline.​​​​​​​

This was a school project at ArtCenter College of Design.