The challenge was to design a cohesive visual identity for the InterpCan Conference (ICC). The board wanted to use the identity for in-person and online conferences that they alternated annually. The volunteers needed the design to be simple to use with what they had. It all had to work with the IC logo and colour palette. There was a need for the ability to change text for location, date and tagline as details changed each year. Also, accessibility was a priority to provide for a large national audience.
As the graphic designer, I created the ICC identity from concept through iteration to design and execution. It included a logo design, an extended accessible colour palette, an abstract brand pattern and layouts. I ensured the style was adaptable to work annually and simple for the volunteers to export social media and website graphics.
To fulfill the needs of the IC board, I made a flexible conference identity that paired with the existing IC logo. Staying on-brand, I built the conference logo using the established brand typeface. Since the conference is national, I included an English and French version. I expanded the colour palette to offer choice and depth via tints and shades. The added colours passed Web Content Accessibility Guidelines (WCAG) with level AA (4.5:1) while keeping the palette bright. To adapt to the changing themes of the annual conference, I formed an abstract brand pattern that could be interpreted in many ways. The pattern could be cropped in different spots for variation each year. The round blob shapes of the current IC logo inspired the pattern. I provided direction on where to place the logo, text, and other essential elements to keep an acceptable contrast ratio. Then, I designed social media post templates and set up the template designs in Canva for volunteers to quickly make posts. I imported the patterns and shapes as SVG files to ensure volunteers could easily change colours in Canva.