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Visitors to the 2013 Sundance Film Festival may feel like someone is pointing at them.

The Sundance Institute has unveiled its logo and design scheme for the 2013 festival, with arrows as the dominant theme.

"Our 2013 design represents the excitement of choosing one (or more) of the multiple routes available to you in a given moment," wrote Sundance marketing director Jessica Buzzard, announcing the new design on Sundance's website Monday.

Designer Paula Scher, of the design firm Pentagram, came up with the scheme while visiting Robert Redford's Sundance resort during the June Directors' Lab, Buzzard wrote. Scher started sketching rough outlines of arrows on a napkin — and that became the design theme.