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Folk culture is characterised by an identity that’s celebrated by ordinary people.

This definition of folk has underpinned the branding for the Shrewsbury Folk Festival.








The branding focuses on two main factors of folk: Celebrating Shrewsbury’s local folk traditions and how folk is viewed by people.

At the centre of the brand are the Green Man and the Ice Queen, two local folk figures who are said to battle over the coming of spring. The design uses these figures throughout the festival and actively encourages participants of the festival to join the side of one of these characters.

The voice of the branding uses quotes from ordinary people regarding their views on folk. This explores beliefs that folk is weird, as well as a cultural and historic celebration to highlight how folk belongs to ordinary people.