TEDx Grand Rapids Branding: Currents

TEDxGrandRapids is one of the only regional TEDx events to create a unique theme and brand each year. For the 2013 event, organizers invited Conduit to create a new iteration of the iconic X. We incorporated imagery from a vintage map of Lake Michigan water currents and the flight patterns of flocking birds to illustrate the way attendees come together, split apart, and cross paths as they share ideas. One leg of the X is also slightly separate to suggest how ideas can spread out to influence the community and take on a life of their own. As dynamic as the event itself, the logo evolved throughout the day, changing colors and conveying a sense of motion to maintain its vital energy.