We have a new visual identity and a mascot, thanks to 75B

Posted by Bowie van Loon , 31 May 2023

From June the ALL CAPS festival will wear a new coat designed by the infamous Rotterdam based designers of 75B. The character serving as the new logo is a cap, applied on spraycans This particular model is the most legendary one: The New York Fatcap. Originally found on spray cans like Rusto and Krylon, the first brands used by early New York graffiti artists. Therefore it’s indispensable in the scene and still a favorite for many. ‘Cappie’, as the character is affectionately called already, will be coming alive by motion clips and will serve as a welcoming mascot for the festival.

The name ALL CAPS naturally refers to capital letters that demand maximum attention. The chosen typeface is designed by Chilan designer Hernández Montoya. It’s a heavy and compressed typeface with a protest voice and vernacular roots. It’s inspired by Woodtype and the hand painted letters of the Chilean muralist brigades and political posters.

Remarkably, Rotterdam was the first to have Chilean painting brigades (Pablo Neruda, Unidos Venceremos, Brigade Luis Corvalán) to paint murals in the public space of Rotterdam in 1975 to support in their battle against the fascist regime in Chile. The color palette was picked out of the color range of the Montana spraycans from Germany, a phenomenon in the scene and proud sponsor of the festival. From this range, Strawberry, Marble, Linden and Viola were selected as permanent house style colours.

ALL CAPS is the most important street art festival in the Netherlands and will once again bring national and international artists to the Feijenoord district in South Rotterdam from 3 to 10 September 2023.