Graph Expo 15
The annual Graph Expo at McCormick Place in Chicago features the latest developments in the print and graphic design industry—a subject matter ill-represented by its current, dated logo and minimal branding. Keeping the exhibitors and sessions as the primary focus, the new branding system provides an up-to-date frame for the show's cutting-edge content.
This was created as a student project; it was not commissioned by Graph Expo.
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Inspired by the printing process, the new color palette consists of cyan, magenta, yellow, and black, as well as dark gray. This palette is used in the logo and all printed materials, with additional shades of lighter gray appearing in the website.
The logo incorporates the CMYK color palette, introduces the theme of overlapping circles, and has two variations. The two-line logo is the primary logo, and the one-line logo is used only vertically and aligned right.
Lato is used for the new logo, headings and subheadings. Printed body copy and speaker bio text on the website are in Tienne. Lato is used for all other text on the website.
The new website features streamlined navigation, making it easier to locate desired information and learn about the show. Building on the theme established by the logo, overlapping elements and bright CMYK circles are used throughout the site. Juxtaposed with the bright CMYK elements and the nature of the show itself, all photography on the website is black and white.
Located in the McCormick Place parking lot, the Graph Expo 15 lamp post signs welcome attendees to the show while reinforcing its theme and dates.
Large, hanging signs indicate vendor locations in the show room and feature the primary logo.
The badges consist of two interchangeable parts: a paper back with the registrant's name, company, and city (either cyan, magenta, or yellow with white text), and a semi-transparent plastic front-piece (in cyan, magenta, or yellow) featuring the primary logo. Six color combinations are possible for the badge, and the accompanying lanyard is available in cyan, magenta, and yellow.
The trifold program features a magenta, vellum cover revealing a black and white photo and the secondary logo beneath. Daily show highlights and a simple vendor map can be found in the program.
A photo booth in the showroom provides a memorable takeaway for attendees.
