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The logotype of FiraTàrrega combines a series of values that are typical of this organisation (creativity, professionalism, eclecticism, leadership...) with a contemporary aesthetic and reinforcing the concept of a reference point in the international context of the performing arts.

The differentiating elements of the FiraTàrrega brand are a special graphic symbol and typography. The graphics refer to the letter T, with the aim of reinforcing the concepts of theatre and territory. Theatre as a generic reference to all the possible performing arts; and Territory understood explicitly as a the geographical situation of Tàrrega, but also playing with the metaphor of territory as a space, as a physical surroundings, as a route on foot through the streets, which is, in fact, the essence of La Fira. Like La Fira itself, the T arises from the network of streets and squares, and is a route that links various specific points, an itinerary in time and space. The T also provides the meeting points, the links, the gathering. The characteristic informal line of this symbol is not by chance. The Fira wants to transmit rigour and professionalism, but in a pleasant way, not forced. La Fira is not only a festival but also a professional showcase.

With regard to the textual element, the targets were singularity and conciseness. FiraTàrrega is the maximum synthesis of all the concepts that make it up. It has the strength that a widely known brand requires. As a defining element of identity, the typography also covers the concept of Street Theatre.

Finally, La Fira also adopts another element, of a more publicity nature, that is applied together with the logotype. It is the claim or slogan: Creative land. This phrase condenses two of the ideas behind La Fira. Land, Territory refered by the graphic symbol, and creativity as a basic element that justifies La Fira.

After a long process of definition and discussion in line with the premises established and set out by the Board of La Fira, new brand, designed by the Valtiq company, was implanted in spring 2007.