It was unavoidable to attempt to find a visual representation of “opposite” with the logo for Opposites Attract ’08. After a few failed designs, we turned to Aleya Hoerlein, our winter, off-site intern who came up with the concept of using the O and A as circle and triangle, representing basic opposite geometric shapes — some might argue it’s the square that is the opposite of a circle. From that spark, we developed a modestly flexible identity — alternate configurations and an OA08 “badge” — with the typography reinforcing the “opposite” effect.

To enliven the logo we worked with Michael Yi to develop a set of animations that we could use as visual fodder for the events to play as guests arrive and the event starts.