Saatchi Design launched the new graphic direction for the Sydney Festival recently, after winning the three-year contract earlier this year.

A single yellow balloon unites the visual approach for the 2010 Festival, acting as a symbol of hope, optimism, renewal and ideas after what has been a tough year for many.

Sydney Festival artistic director and chief executive, Lindy Hume, revealed the vision for the 2010 program to a highly receptive audience at the State Theatre last night.

A program of dance, theatre, music, visual arts and forums will tie the festival together, with several artists incorporating the balloon into their acts.

The new brand identity which builds on the enduring position, this is our city in summer, has been brought to life across multiple platforms including the festival brochure, TVCs, website, print campaign and outdoor signage.

Hume commented: "Saatchi Design did such a great job of interpreting our brief – the result is a great collaboration," she said.

"We’re thrilled at the response to our new design. We love the image of the yellow balloon as a symbol of the ideas, optimism and flights of imagination floating around Sydney at Festival time.

"Not only is it a vivid metaphor for what we do, it makes people smile and it’s instantly recognisable across a range of applications, connecting the vast physical matrix of the Festival in a bright, simple and whimsical way."