The new identity for this year’s Suffolk Coast Festival which is to be held next month has been designed by Spring Design and Advertising.

The branding was created by James Kindred, creative director at the Suffolk based agency to mark the festival’s 25th anniversary and aims to reflect the move from the port of Lowestoft to its upmarket neighbour Southwold.

The event, in support of the Fishermen’s Mission, will feature food demonstrations, music, comedy and retail stands.

The design has been created to hark back to the classic design of logos such as Spratt’s, and embraces the herring fishing heritage of the east coast, with a herring silhouette composed of the words ‘Festival of the Sea 09’.

The herring’s upward hook mouth is formed in the shape of the date, which will be repurposed for 2010.

The identity will be used across a range of media, including a vast single page website, print collateral and event souvenirs including bags and t-shirts.