How do you visualise a Dutch annual conference on trends in youth marketing? It is also the only conference in the Benelux for marketers and communication professionals that focuses specifically on kids and youth marketing.
Brand Identity Design
I needed a reasonable amount of sketches and logo variations to find the currently used creative concept. The result was my proposal to base the logo on the concept of “growing up”. The logo is based on the classic, scientific illustration “March of Progress”, in which the evolution from ape to upright man is depicted. The illustration shows a ‘trend’, a lapse in time that is also growing up.
Communication around children and young people often uses a lot of color. That is why striking, clear and optimistic colors have been used. The pink color has been taken from previously designed proposals.
In addition, I focused on typography, because the many letters and words together play an important part in the total logo. The word “Trends” has been made more prominent because that is the most unique, least generic, part of the name. It also ensured that the second part of the long name, “Kids and Youth Marketing” could be put in a more convenient format.