Extended Practice: 300 Seconds // Development

We started the brief by discussing the qualities of the logo that we definitely didn't want to change. These were the ticket stub and speech bubble triangle as these both tied into the event theme quite well. To answer the brief, we needed to firstly find a way of tastefully including additional text in the logo, and make this solution flexible enough that it would work for future use cases e.g. sponsor names or long placenames.

We looked at a few different initial solutions, trying to utilise elements from the original logo and expand on them as to not radically alter the style of the existing events. We tried using additional speech bubbles, ticket boxes and even the stopwatch form the logo but found that none of our initial solutions really worked that well as a complementary element.

From here we developed the idea of stripping away the unnecessary ornamentation and using tangled slant of the logo to imply association. We found that this subtler approach immediately looked more visually consistant.

This is the final format we decided to move forward with. The city/place name fits in a parallel bar to the right to keep everything consistent. The next part of the brief was to introduce a range of colour options for event partners to choose from, and to replace the pink colour to remove the feminine associations from the brand.

We transitioned the pink to more of an orange-red which kept the vibrancy of the original colour option, we also introduced 3 additional variations: Green, blue and purple. These were sent back to the client for feedback.

We also indicated how this design could be applied for commercial sponsors or brands:

Thinking of possible use-cases for the logo, we also created an animated ident in AfterEffects to be shown at the start of the talks videos which are uploaded to youtube. This would help to increase the professionalism of the brand through this platform.