The SXSW logo, representing a series of conferences and festivals, pairs bold uppercase sans-serif lettering with an arrow pointing diagonally down and to the left. The arrow has broad rectangular arms and points southwest, linking the mark to the full name South by Southwest. In the horizontal arrangement it sits to the right of the wordmark, while in the vertical version it appears above it and is much larger than the letters. The vertical arrangement is intended for spaces with limited width. The mark’s core colours are black and white. Its graphic system revives the arrow used in the early years of the conference and festival. Versions featuring the year or the name of a programme are also available for individual editions and activities.
SXSW began in 1987 in Austin, Texas, United States. Starting as a music event, it grew into an annual gathering of people from technology, film, television, music and other creative industries. The programme includes talks and discussions, film screenings, music and comedy shows, exhibitions, startup presentations and professional meetings. This format allows participants to discover new work and technologies, discuss changes in their industries and find partners. The broader brand also includes the separate SXSW EDU education programme and other projects.
