ADFEST has revealed a new logo designed by Santosh Padhi, Founder and CCO of Into Creative, Mumbai, as the festival prepares to celebrate 30 Years of Creative Excellence in 2027. Inspired by the lotus, the symbol reflects heritage, resilience and openness, marking a fresh chapter for Asia’s leading creative festival.
ADFEST has entered a new era with the unveiling of its redesigned logo, created by renowned creative leader Santosh Padhi, popularly known as Paddy, and his agency Into Creative. The announcement comes as the festival prepares to celebrate its 30th anniversary in March 2027 at the Royal Cliff Hotels Group in Pattaya, Thailand.
The new identity is more than a visual refresh; it embodies the festival’s evolution, honouring three decades of creative achievement while signalling openness to the next generation of creativity, culture and innovation. At its core, the logo is a simple yet distinctive form inspired by the lotus, a symbol deeply rooted in Asian culture and ADFEST’s own heritage.
Crafted from the gesture of bending a strip of paper, the design creates negative space that evokes the ADFEST trophy, a lotus bud, a petal and even a gateway. The choice of baby pink and pastel green reflects the lotus itself, while the paper strip symbolises the birthplace of ideas, sketches and creative work.
“The new logo had to be interesting and creative, because ADFEST has always been about celebrating creativity in Asia and beyond,” said Paddy. “A simple piece of paper gave birth to the form, naturally shaping the trophy, lotus bud and gateway. It was a conscious decision to keep it minimal in a world that is increasingly complex.”
Vinit Suraphongchai, Chairman of ADFEST, emphasised the forward-looking spirit of the redesign: “Reaching 30 years is a milestone, but it is not about looking back. The new logo carries elements of our heritage, yet feels open, dynamic and ready for what comes next. Having Paddy create it makes it especially meaningful.”
Rob Sherlock, Chair of the ADFEST Collective Advisory Board, added: “Our industry is being reshaped by technology, media and culture. ADFEST has the opportunity to be the place where those worlds converge while remaining unmistakably Asian and deeply human. The new identity captures exactly that.”
Since its inception in 1998, ADFEST has grown into one of Asia’s leading international creative festivals, recognised in the WARC Creative 100 Rankings, Campaign Brief Asia Rankings and The Drum World Creative Rankings. As a not-for-profit organisation, it continues to nurture and support creative industries across Asia Pacific and MENA, fostering connections across cultures, markets and generations.
ADFEST 2027, themed “30 Years of Creative Excellence,” will run from 18–20 March in Pattaya, promising to celebrate not only the festival’s legacy but also its future as a hub for creativity, innovation and cultural exchange.
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