TED Tech
Ted Tech is an brand identity for Ted's events on upcoming technologies and innovation. The dynamic, playful logo expresses itself in a colourful system that combines the Ted brand with new elements.
What is TED Tech?
In an ever changing digital world, how can we make sure that tech builds, empowers and connects us all? TED Tech is a new conference series by TED that explores the construction of virtual realities, the future of web and the ways in which technology changes the world every day.
Objective
TED is known for curating inspirational talks from the world’s brightest minds. In its newly launched series of tech-focused events, it wanted to reintroduce itself as a leading voice in the sector. We were asked to brand the first TED Tech conference, to be hosted in London’s iconic Southbank Centre.
Solution
Our imagination was sparked by a Laurie Anderson quote: “Technology is the campfire around which we tell our stories”. This evokes the transformative power of tech, but also the history of people coming together to share bold
ideas — the essence of TED’s events.
“Gathering” became the core theme of our branding, reflected in motion, messaging and visual design. This core theme is infused into the brand’s letters. Combining a series of early alphabets with modern computer symbols, the Tech logo is a gathering of characters from the past and present.
In a little over four weeks, we built a brand that helps TED start conversations and tickle the curiosity of tech followers. From icons and graphic backdrops to messaging tips and motion behaviours — TED Tech has everything it needs to reach people on screen or out of home.
This work was created for Human After All
