For the eighth consecutive year, the visual identity of SOF has been designed by the Futura DDB agency team, led by Žare Kerin. It’s a simple and recognizable design that reflects motivation, ambition, and enthusiasm, with its only variable component being the color. The 34th SOF will be colored in blue.
“Blue is the color of intuition, spirituality, and great inspiration. It symbolizes empathy and reliability. In auras, blue indicates serenity, satisfaction, and spiritual growth. Like all shades of blue, it is calming, associated with loyalty, inner peace, and freedom. Royal blue is a deep, vibrant blue that stands out in any design. It embodies sophistication. It carries spiritual connotations of the divine, wisdom, and joy. It often denotes authority, trust, and strong self-confidence,” said Žare Kerin.
This year, once again, the significance of the blue color is attributed to JUB, a company that positions it as an important part of the festival’s story and emphasizes its symbolic role in the creative industry. At the 34th SOF, blue will symbolize the deep connection between calmness and the creative explosion that occurs when we allow our minds to dive into its infinite expanse.
Blue is more than a shade; it’s a state of mind that invites us to pause and take a breath. In its presence, we find space for reflection and inspiration, guiding us to transcend conventional boundaries. It encourages us to believe in ourselves and our ideas, while simultaneously reminding us of the crucial role of mutual trust, as creative breakthroughs can only emerge in an environment where ideas flow freely and grow through collaboration.
The color of the sky and the ocean leads us to that primal part of ourselves, where calmness and thoughtfulness reign, while at the same time bringing us freedom and infinity—two key elements necessary for every great creative breakthrough. At the festival, where the best minds of the Slovenian advertising scene meet, blue will create an environment where thoughts float freely, intertwine, and connect into new, bold ideas. Blue as a color symbolizes introspection and deep reflection. Its apparent coldness is actually the key to deep creative warmth, and when it envelops us with its presence, it demands that we challenge our boundaries and step into the unknown. This is what fuels creativity, which blue will bring to SOF this year—a call to open ourselves to new dimensions, believe in ourselves, and step beyond the confines of traditional advertising approaches.
All those gathering in Portorož will together weave new stories, reshape ideas, and think about the future of advertising. SOF will be a place where introspection and courage, silence and creative chaos, mutual trust and individual vision meet—all under the guidance of the color blue.
The blue at the 34th SOF will not just be a visual element; it will be a metaphor for the process we undergo when we create.
Therefore, we invite you to join us on May 15th and 16th at the new location in Grand, where together we will make creative leaps that will shape the future of the advertising industry.
