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TEDxSydney Legacy

An anniversary identity reflecting on ten years of ideas and the legacy still being shaped.

TEDxSydney’s tenth anniversary centred on Legacy, asking what has been left to us, what we do with it and what we leave behind. Studio 3AM was engaged to develop the event identity and rollout, building on the visual presence established through the previous year’s HumanKind theme.

The creative system was designed around reflection, continuity and future possibility, bringing the past, present and future into one visual language. The identity needed to hold together a broad event experience while giving the anniversary a clear sense of occasion.

The system extended across billboards, programs, digital signage, stationery, merchandise, stage and venue design, keynote decks, broadcast, social content, speaker titles, film and a special ten-year publication.
The anniversary event brought more than 5,000 people to ICC Sydney Theatre, with the identity giving Legacy a consistent presence across every part of the experience.

Year

2019

Service

Campaigns, Design

Sector

Events & Experiences

Animated introduction of the TEDxSydney logo with the event title and mission.
Topdown view of a person standing in the centre of a circular stage with an illuminated red logomark.
An array of red and white hardcover books with the logomark as the cover design.
A selection of internal spreads from the book, with a spread heroing the central event graphic comprised of a circular form made of several randomly placed numbers and the X logomark cutting out a silhouette.
Animated circular stickers with a range of colours and symbols including the X logomark, Rainbow flag and the Aboriginal flag.
A close up crop of a cream wallet with a debossed logomark and a dark red box with a printed red logomark.
Collateral with the logo and red, black and white abstract patterns comprised of geometric shapes.
Close up of Out of Home screens at ICC Sydney showcasing the central graphic, logo and event name.
Cover designs for event collateral combining typography, geometric detailing and 3D elements including the logomark, an hour glass and clock.
A top down view of stage lights shining down on the audience of the event.
Internal spreads of the event book.

The identity used repetition, layering and shifting scale to connect past, present and future, creating a visual system that could move consistently across stage, print, digital and broadcast.

Another view of the screens at the ICC theatre with the addition of the event cause and a variation of the central event graphic.
Close up of a pile of black crew passes on red lanyards for the event.
Internal book spread heroing a photograph of the audience at the event.
A top down view of a large audience at the event
A close up crop of stationary and event collateral with the logo, logomark and central event graphic primarily showcased across the items.
A range of posters promoting the event with variations of the logomark, from an X comprised of randomly sized and coloured circles to an X formed with domino tiles .
Close up of a metal badge with a red logomark and a pen with the logo.

Studio 3AM

Creative Direction: Jonathan Key
Design: Catherine Tsang, Cathy Nguyen

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