![](https://freight.cargo.site/t/original/i/f922df091a63108b4121beb7c4dabf324619d47533911acfbf75603d1e88f9f6/Screen-Shot-2021-12-08-at-10.18.04-PM.png)
Spring 2021
6 weeks
6 weeks
Creating a brand identity for Vancouver SEGD 2022
As a global, multidisciplinary community of over 2200 members from 35 countries, SEGD plans, designs, and builds experiences that connect people to places.
I designed the identity for the SEGD 2022 conference, presuming the event would be held in Vancouver. Aiming to strengthen the connection between public spaces and their users through placemaking, I infused the identity of this cross-disciplinary event with elements that reflect the unique character of Vancouver.
Skills
Branding
Experimental Type
Graphic Design
Signage Design
Team
Individual
Branding
Experimental Type
Graphic Design
Signage Design
Team
Individual
![](https://freight.cargo.site/t/original/i/a477bd53361fee233105d554bd5727ae31140010215673ba5d0a072d1e42b7cc/Artboard-1-copy-6.png)
Concept
A Creative Space that is dynamic and constantly evolving in new directions without boundaries.
The logotype is inspired by Vancouver's natural surroundings, particularly its oceanic features, reflected in its free-flowing and fluid design. Guided by strokes of diverse weights, vibrant highlights, and a subtle slant to the letters, the design captures a sense of movement and dynamism.
A Creative Space that is dynamic and constantly evolving in new directions without boundaries.
The logotype is inspired by Vancouver's natural surroundings, particularly its oceanic features, reflected in its free-flowing and fluid design. Guided by strokes of diverse weights, vibrant highlights, and a subtle slant to the letters, the design captures a sense of movement and dynamism.![](https://freight.cargo.site/t/original/i/ea44111162f22ec6158372a423352201f81dd632e0aecf8b7dd1dcc8baf07534/Vancouver-animation_1.gif)
Logo Animation
![](https://freight.cargo.site/t/original/i/b8236f5f9003bcf284f2bbe7644483623dc295372ad08df29131cf6578693bc4/Artboard-1-copy-8.png)
Logotype with alternative color and arrangement
Design System
Color and Supporting Typeface
The primary color palette features a deep blue reminiscent of the ocean, complemented by a contrasting cream shade as the backdrop. Three additional supporting colors are selected to infuse elements of vibrancy into the creative event. To balance the intricacy of the logotype, a simple and legible typeface is chosen as the supporting font, creating a clear contrast.
Color and Supporting Typeface
The primary color palette features a deep blue reminiscent of the ocean, complemented by a contrasting cream shade as the backdrop. Three additional supporting colors are selected to infuse elements of vibrancy into the creative event. To balance the intricacy of the logotype, a simple and legible typeface is chosen as the supporting font, creating a clear contrast.![](https://freight.cargo.site/t/original/i/d4b54b0002280d099f846c08016a076c5664cd624e6681f5795156baef8e4246/Artboard-1-copy-10.png)
![](https://freight.cargo.site/t/original/i/a5dd7632ada818810005e306896edb99644cdb6f6aaa022c56ed683f4f49ed4b/Artboard-1-copy-9300x.png)
Communication piece
Posters
These posters serve as communication tools leading up to and during the event. I managed the amount of information on each poster according to its scale. For street posters, I juxtaposed close-up sections of the logotype with images of Vancouver, establishing a direct connection between the city and my design outputs.
Posters
These posters serve as communication tools leading up to and during the event. I managed the amount of information on each poster according to its scale. For street posters, I juxtaposed close-up sections of the logotype with images of Vancouver, establishing a direct connection between the city and my design outputs.
![](https://freight.cargo.site/t/original/i/be54f280def8e7f50d4e566b4bf3d947b05f0486b91701532b76fe33fd88f130/Artboard-10-copy-3250x.png)
![](https://freight.cargo.site/t/original/i/da6a85a8ba42455c02686d392ccf931d7b99e52d91e77a11f6886f6b25030ec1/Artboard-10-copy-12250x.png)
![](https://freight.cargo.site/t/original/i/8d49220f470bb6305a37d47b0eabe50d3bcef71f43b4e4443d77cf3882baf413/Artboard-10-copy-11250x.png)
![](https://freight.cargo.site/t/original/i/f922df091a63108b4121beb7c4dabf324619d47533911acfbf75603d1e88f9f6/Screen-Shot-2021-12-08-at-10.18.04-PM.png)
![](https://freight.cargo.site/t/original/i/ccfb80e1b2d06de78579f4eb53d04ba971b67f557fb0c8ad622d07f9b190347f/alumni-building-outside.png)
Communication piece
Interior Signage
I created navigational signage available in various scales, offering crucial information about each floor and the surrounding area.
![](https://freight.cargo.site/t/original/i/8113baa43a25135b75e557f0a7b7f9ec57963ea9aab41487f594dba654cf759f/Artboard-1-copy-12.png)
![](https://freight.cargo.site/t/original/i/12fe2b5975dcdd48afc1c7f7a5373024284e8a24a68169195f1e04a3acb6ac76/connvention-entrance-mockup.png)
Communication piece
Merchandise
To bolster the event's identity, I crafted event-specific peripherals like name cards and merchandise, adhering to the established design system.
To bolster the event's identity, I crafted event-specific peripherals like name cards and merchandise, adhering to the established design system.
![](https://freight.cargo.site/t/original/i/c90235319904c4feee4e1d14b261fb25645e333a821e18b889b2639a647f6119/Screen-Shot-2021-11-17-at-12.19.38-AM.png)
![](https://freight.cargo.site/t/original/i/4debdb6106dd0c3212313b6f2dd4dc7c2a2ebda9fc20267d4006c509d7835713/Screen-Shot-2022-01-07-at-9.41.50-PM.png)
![](https://freight.cargo.site/t/original/i/bdcce96e8bfd9fd0aac83870445c380f50f458992f8abf7fc959951340f331e4/vancouver-socks-blue.png)
![](https://freight.cargo.site/t/original/i/cf2eff393fc22f2ef48f87891986bc7cd98bb26ac2024bbb3b63f5ead4648bab/vancouver-socks-white.png)
![](https://freight.cargo.site/t/original/i/4c7084a37d00d4a4b09ed8d0452cab7312ad6098f05e0ed090bd5cef8fe37c10/vancouver-beanie.png)
Process
![]()
![](https://freight.cargo.site/t/original/i/5ccf7511bb0d51cab4cf2cb2f44d01351d438f299b9868d5f3f7a80ceac2ef13/Screen-Shot-2022-03-28-at-12.50.33-PM.png)
Reflection
This project encouraged me to deeply explore the environment I'm designing for, extracting essential characteristics to guide my design choices. I discovered the significance of striking a balance between introducing transformation and new elements to the design while maintaining the overall coherence. Every variation and expansion in design should serve to enhance the event's identity.
© CHARMAINE QIU 2024