After designing the logo for the 2009 edition of TypeCon back in April of 2009, the final weeks leading up to the conference on July 14 were a test to the logo and the ideas we had previously established now that it faced real applications. Working with the conference’s organizers UnderConsideration developed a wide range of communication materials for TypeCon 2009: Rhythm.
A few industry publications were kind enough to donate advertising space for the conference and in these first few applications we decided that we did not want to simply repeat the logo in every use but, rather, extend the sense of connectivity and fluidity that attracted us all to the proposed identity in the first place.
One of the most arduous tasks was putting together the 70-page program containing the schedule, session descriptions, speaker bios and sponsor advertisements. The broad styles and weight of the selected type family, Benton Sans, proved invaluable in the development of the program. Consciously formatted with typographic details the program strives to be as clear and easy to follow as possible.
Another manipulation of the original logo to fill the t-shirt’s space better. On the back, the always-challenging wall of sponsor logos was deployed following the look of the program, rather than just scattering logos on the poor t-shirt wearer’s back.
Perhaps our favorite manipulation of the logo’s loops was for this modest tote bag, which help frame important information about the conference. The canvas bag was purposefully as frugal as possible.
Following the unspoken rule that posters must be striking from a distance but revealing and surprising once seen up close, we decided to use a simple crop of the logo that, when seen from afar, looks, well, just like the logo but upon closer inspection reveals that the concentric lines of the logo have been constructed from the speakers’ names and sponsors’ organizations. Yes, it took a long time to do.