Ciclo de Conversas

ROLE
Design, Art Direction, Concept

EMPLOYER
Myself

CLIENT
Ciclo de Conversas

CATEGORY
Graphic Design, Branding

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THE BRIEF
To design the branding for an annual design and multimedia conference called “Ciclo de Conversas”, where speakers would share their experiences

IDEA
To create a system able to generate logos for the conference based on a recorded sound waves. It enabled me to create generative brand collateral

PROCESS & CASE STUDY

Finding relevant keywords and sub keywords

Finding analogies between words and their meaning

A system to create an alphabet that connects the keywords

Development of an alphabet based on the grid system

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CYCLE OF TALKS

WHat is it that is cyclic and uses "frequencies"?The mechanism in compact cassettes looks like a loop, the roller in them looks like a ruler, a core asset for design

CYCLE OF TALKS

I tried to relate talks or communication with my core keyword "frequencies". How do our local and global networks look like?

GLOBAL NETWORKS

By visualizing 1 and 2, I remembered of geographic coordinates, parallel lines and meridians.

GAN I GET A GRID?

The globe in step 3 and the ruler from step 1 made me realize that I could do a circular grid.

CIRCULAR GRID CONCEPT
A combination between a globe of meridians, geographic coordinates that resemble a radar.

FROM CONCEPT TO FINAL SYSTEM
I realized that instead of measuring geographic coordinates, I should be measuring sound propagation, because it relates with the core keywords "frequencies" and "communication". I revolved a recorded wave of me saying "Ciclo de Conversas" to make it look circular.

THE ALPHABET COORDINATES
By exploring the idea of coordinates, I've distributed letters on the diameter of "Cycle of Talks" recorded previously.

ALPHABET
Every character of the alphabet was recorded with my voice. The wave length was revolved, producing circles with different diameters.

 

RULES ON THE GRID
1 - Every circle is centered on the respective letter, in the alphabet grid.

2 - Only the intersection inside the alphabet grid and the sound wave are kept.

3 - If there are more than one sound wave inside the alphabet grid, only their Intersection are kept

4 - Each circle was assigned to a colour from the spectrum related to it’s frequency

BRAND ACTIVATION

Conference Logo

Using the grid system

Guidelines, merchandise, projections, print and digital

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BRAND ACTIVATION
All the letters were printed in acetate paper so that they could could be aligned against the circular grid and project the letters on objects.

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The end.