And a couple more views of the letters.

By now it shouldn’t be a surprise we are going to put some big letters on the stage as we’ve been doi

Stage Letters

T-shirtPretty straightforward: a big star. We thought about doing the distorted letters on it but con

Materials Instagrammed at the Cloud Gate.Instagram ValidationOne of the things that gives us the most

“Because Logos” print, to be filled with silver marker.

Scout Books s

ReflectivenessBonus ApplicationsThis year we had a couple of bonus applications: a sketchbook printed

Program spreads.

A few more program details.

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Program back covers.For the program we used Mirri, probably the best reflective paper I’ve seen and t

Program

Badge-wearing staff and attendees.

Badge inserts.

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We bought bags that had a clean-cut opening (vs. sealable flap) so we used it as a little pouch to in

A few more badge details.

At first, we wanted to buy a bunch of the fabric from the bags and use it for both the badges and the

Badges

With the colorful neon lights of the venue, the bags looked extra groovy.

A few more tote bag details.

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This year, we started the identity process with the bags because from the start we knew two key thing

The logo is explained in more detail here so above are the final assets we were working with. The log

Logo variations with “Cloud Gate Distortion” filter. Spoiler: there is no such filter. To see how we

Main logo. Typeset in Torque. A little more about the choice of Torque and other logo rationale here.

Cloud Gate sculpture by Anish Kapoor served as the main point of reference for the identity. Photo by

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