The TEDx program is designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level. When a group decided to bring this event to Richmond, CREATE became the overarching theme inspired by the creative and intellectual renaissance being experienced in the city.
CREATE as a theme describes action, innovation, engagement and energy across all different disciplines. We wanted the theme logo and all of the marketing materials to reflect those qualities.
The stacked letters within the logo require a level of interaction to discover the word CREATE. And the many variations of color, texture and pattern within the letterforms provide a constantly fresh experience—especially effective in the rollover state on the save-the-date webpage and website. This interactive logo paired with the responsive web design provides a visually impactful site despite strict TED brand guidelines, creating a sense of excitement and anticipation for the event itself.