What is Music? festival 2025

Published August 4, 2025

Visual identity for What is Music? (WIM), an international music and arts gathering held in the medieval city of Frías, Burgos, over ten summer days. Following the success of past years, the ninth edition will take place from July 18 to 26, 2025.

From the festival’s Instagram (translated):

What is music?

A question that seems simple, but whose answer is infinite. It is also the essence of our encounter: something seemingly simple that encompasses a great complexity.
Following that idea, we break down the WIM into its most essential elements: instruments, nature, outdoors, people, connection, emotion and of course, cold.

From them, these simple figures were born that, however, contain the chaotic, the deep and the indescribable of music.

Although we weren't always clear about the direction when drawing them, we knew that everything was interconnected. WIM is what it is because each of these elements composes it and, at the same time, in each dwell the others. Therefore, we try to represent them integrated, as in an infinite matrioska where the smallest piece is sometimes the largest, and vice versa.

For this common language, which is felt in the nervous system and is not counted in words.

Design by Clara Briones Vedia with illustration by Mabel Esteban. The font in use is Onlysans Bold by Daria Cohen.

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