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Lead Image

TEDGlobal 2013: Think Again


Production Method




Hybrid Design

Creative Direction: Dora Drimalas
Art Direction: Caleb Kozlowski
Design: Mike Andersen
Project Management: Carly Fuller



MET Fine Printers

In this project Hybrid Design extended the concept behind the TEDGlobal 2013 conference brand—Think Again: encouraging participants to look at old problems from new perspectives—into a program with information about the presenters and their fields of focus. To reinforce the concept, thoughts and images are juxtaposed to encourage the discovery of new associations, and highlighter yellow was chosen to draw attention to alternative perspectives and those who present them. 




Quantity Produced

Production Cost

Production Time

Dimensions (Width × Height × Depth)

7.5 × 12 in

Page Count

Paper Stock

Mohawk / Superfine / Ultra White / Smooth / 120 C and 70 T

Number of Colors

4-color + 2 match colors






Description ---

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Project Description

Hybrid Design took on the concept of Think Again, creating a comprehensive visual identity for the TEDGlobal 2013 conference. This identity spanned from the program guide, to the schedule, to the signs and truly encompassed the entire look and feel of the conference. The goal was to encourage participants to approach old problems from new perspectives, challenge conventional assumptions and force viewers to look at everything from a new angle. This idea was explored with flipping imagery and typography to discover new connections, relationships and dualities. Throughout the book and conference a vibrant neon pop yellow leaps from the pieces as an agent of differentiation, championing alternate perspectives and those who present them. Most dramatically the neon edge painting highlights an often unconsidered plane of the book, demanding a shift in perspective, and recognition of something often unnoticed.

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 23, 2013


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

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events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

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