Sorry! Comedy Fest

Sorry! Comedy Fest is a London-based comedy festival with ambitions to go national. They needed a bold, proudly Canadian identity that could capture the energy of live comedy while growing with the festival as it expands across the country.

The brand centres around the word “Sorry!”, a playful nod to Canada’s most famous apology. The logo takes that humour and amplifies it with punchy, expressive typography and a speech-bubble-inspired shape, creating a mark that feels loud, confident, and full of character. The small red maple leaf adds a clear national touch without feeling cliché.

The new identity gives Sorry! Comedy Fest a distinct, confident visual voice that feels both local and national-ready. It captures the irreverent humour at the heart of Canadian comedy while setting the stage for the festival’s growth into a recognized cultural brand.