ROLE
Design, Art Direction, Concept
EMPLOYER
Myself
CLIENT
Ciclo de Conversas
CATEGORY
Graphic Design, Branding
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
Keywords
Finding relevant keywords and sub keywords
Brainstorm
Finding analogies between words and their meaning
Grid
A system to create an alphabet that connects the keywords
Alphabet
Development of an alphabet based on the grid system
Keywords
Brainstorm
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.
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
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
RESULT
BRAND ACTIVATION
Conference Logo
Using the grid system
Speaker Logos
Using the grid system
Collateral
Guidelines, merchandise, projections, print and digital
Conference Logo
Speaker Logo
Collateral
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.
The end.