Defense Technology Seminar: Brand Refresh

Completed January 2017

CHALLENGE

Celebrate the 20th anniversary of MIT Lincoln Laboratory's Defense Technology Seminar (DTS) through an addition to the current logo or a complete brand update.

BACKGROUND

DTS is a week-long seminar to inform attendees of current research and development at MIT Lincoln Laboratory. The average attendee is male, 25–45 years old with a military background.

SOLUTION

A refreshened color palette, typography, and mark to contemporize the logo for the audience and modestly celebrate the significant achievement.

(Note: Dates, names, times and any detailed information associated with this seminar have been replaced or omitted.)

Distribution Statement A. Approved for public release—distribution is unlimited. This material is based upon work supported under Air Force Contract No. FA8702-15-D-0001. Any opinions, findings, conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the U.S. Air Force.

Seminar logo before (left) and after (right)

 
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In our first meeting, the client asked us to retain the geodesic dome but was unsure how dominant the 20th Anniversary communication should be. Initial concepts explored a range of hierarchal messaging and variations on the dome.    

 
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Of the three concepts above, the third was chosen for further refinement. Its muted color palette, angled corners and patch-like appearance provided the contemporary and defiant look intended for the seminar’s specific audience. It also provided flexibility to be adapted in the coming years. 

 
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Thanks to colleagues’ constructive criticism, I redrew the dome and lettering to better frame each other and the supporting text.