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Spring 2021
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.
Team
Individual

Skills
Branding
Experimental Type
Graphic Design
Signage Design













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.





Logo Animation


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.






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.





 



Communication piece

Interior Signage


I created navigational signage available in various scales, offering crucial information about each floor and the surrounding area.






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.






           







Process



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