Brand Identity


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The independent TEDx conference of ideas can be organised by any city or university. This year, the National University of Kyiv-Mohyla Academy (NaUKMA) hosted TEDxNaUKMA with the theme “Ambiguity”. The design identity for this event used the established brand colours of black, red and white, as well as the letter “x” as a marker of these conferences, and then expanded on the question of how the conference motto “ideas worth spreading” and this year’s theme of ambiguity could be combined and expressed visually. The idea of ambiguity got associated with abstraction and, at a formal level, with concise rectangular patches that, in turn, are reminiscent of those left behind after graffiti removal – a process in which old meaning gets hidden to create new meaning. The notion of “ideas can seep through walls” then emerged as the central design concept and led to an abstract rectangular shape as a key visual for the identity. Based on a simple grid of rectangular spots and combined with the Helvetica typography, the result is a distinctive, versatile, and visually striking appearance.

Statement by the Jury

The concept for the identity of TEDxNaUKMA is outstanding: it stages this type of conferences, which stand for brilliant, forward-looking knowledge across disciplines, with an idea that excels with an implementation that is excellently thought-out in terms of content and visual design. Applicable in ever-changing form, the key visual thus gives the theme of ambiguity an independent interpretation and in doing so projects an appearance that remains ambiguous in itself.

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