Contemporary cultural events always have a strong logo that articulates their raison d'?tre - and this year's Hong Kong International Film Festival is no exception.
Created by local illustrator Tom Lau Tak-ming, the striking logo features a flame-haired face surrounded by light and feathers, referencing the phoenix, the mythical bird which is reborn in fire. A promotional blurb says the image symbolises 'passion in dreaming up ideas and making films'.
So this year's festival - which runs from March 21 to April 5 - has rebirth at its heart but its executive director Roger Garcia is quick to point out that it's not starting from scratch. 'I hope people don't get the wrong idea [from the logo] - I don't think we've self-destructed yet,' he says with a laugh. 'To [Lau], this phoenix is about creation. It's more about renewal ... and every year we try to renew the audience's interest, faith and passion about cinema. That's what a film festival should do.'
One way to reinvigorate interest in Hong Kong and Asian cinema is by introducing new blood, Garcia says. 'We need young and emerging filmmakers to keep cinema going. It's important that we develop new audiences and discover new filmmakers if we are to keep Hong Kong relevant.
'And as a regional cinema hub, we need to keep looking for, showcasing, and highlighting trends in Asian cinema.'
To highlight this objective, the festival organisers have renamed its flagship contest, the Asian Digital Competition, as the Young Cinema Competition. Garcia says the change reflects his view of the Hong Kong festival's position in the increasingly crowded international circuit.