Visual identity

Recognisable

• Connect the direction to our character.
• Keep a thread from the previous edition.
• Let colour, type and composition share the work of recognition. A motif needn’t appear on every piece.

Tested

• Try the direction with different programme subjects and professions.
• Check whether it still feels like FUN without the theme line or a photograph.

Recognisable

• Reflect our brand character: energetic and playful, professional and approachable.
• Make new colours work alongside the institutional palette.
• Evolve the palette of previous editions. Continuity needn’t mean repeating the same colours.

Accessible

Use colour expressively in campaign graphics. On programmes, signs and screens, keep the palette focused so decoration supports the information.

• Check text pairs against the contrast requirements.
• Pair colour codes with labels, so colour is never the only clue.
• Avoid decorative colour changes that could be mistaken for information codes.

Adaptable

• Use colour to identify rooms on signs, group session topics or mark actions.
• Keep those roles consistent across programmes, signs and screens.
• Prepare light, dark and one-colour treatments where needed.

Tested

Proof new colours on the intended print material before approving them. A palette that works on a phone also needs to hold up in the venue.

Recognisable

• Choose typefaces that express the edition’s theme while retaining the brand’s warmth and approachability.
• Carry forward a familiar typographic detail, such as a headline treatment, weight or rhythm.

Accessible

• Make headlines, session titles and practical details easy to distinguish.
• Allow predictable wrapping before shrinking text.

Adaptable

• Use consistent roles for headlines, information and labels across the edition.
• Confirm character coverage, licences and availability in the tools the team uses.
• Provide a fallback for editable templates when the chosen font is unavailable.

Tested

• Try long names, job titles and session titles in English and German.
• Check times, room names and numerals at their actual reading size.

Recognisable

• Define a family of forms and how they combine.
• Give patterns and strokes a consistent scale, weight and rhythm.
• Include photo masks or frames if they help identify the edition.

Accessible

• Keep patterns and textures quiet behind text.
• Leave names, times and arrows clear of decorative graphics.
• Simplify the graphic treatment as the amount of information increases.

Adaptable

Prepare simpler treatments for small sizes and limited print methods.

Tested

• Check that fine strokes and small pattern details survive at the intended output size.

Recognisable

• Apply a consistent approach to portraits and event photographs.

Adaptable

• Provide framing options for individual portraits, groups and wide venue photographs.
• Allow for different face positions and crops without losing the edition’s character.

Tested

• Try the photographs actually available, including groups and less tidy compositions.
• Check that the system also works when a piece has no photo.

Recognisable

• Establish recurring anchors, such as headline alignment, logo placement or an edge treatment.
• Carry those anchors across campaign and practical templates, even when their grids differ.

Accessible

• Campaigns: lead with a reason to attend and the next action.
• Speaker posts: lead with the subject and speaker.
• Programmes: make times, sessions and rooms easy to scan.
• Badges: give names and roles priority.
• Signs: lead with destinations and arrows. See Wayfinding.

Adaptable

• Build templates that accept changing content and languages without reconstruction.
• Leave important information clear of badge slots, folds and fixings.

Recognisable

Repeated timing makes the edition’s movement familiar. Use a shared rhythm across announcements, introductions and transitions.

Accessible

• Keep names, times and directions still while they are needed.
• Give each animation a static version, including for reduced-motion use online.
• Leave enough reading time before changing a message.

Adaptable

• Recompose movement for portrait social posts and wide stage screens.
• Keep names and session details editable for programme changes.

Tested

The venue screen and camera may reveal problems a laptop hides. Confirm dimensions with production, then check the view from the back of the room and in camera shots. Include breaks and programme changes in the test.

Recognisable

• On FUN material, let the edition lead and retain the organiser’s signature in the event logo.
• On institutional material, keep the surrounding identity institutional. A FUN promotion can carry the edition’s look inside its own area.
• Keep satellite events in their own system.
• Make the year clear when next year’s tickets go on sale before the identity switch.

Adaptable

• Provide space for partner logos with different proportions.
• If FUN expands to more cities, allow local details to change within one annual identity.

Tested

• Review FUN material alongside institutional and satellite material.
• Check that the organiser’s signature remains readable in the final output.

Recognisable

• Do campaign, website and venue pieces feel like the same edition?
• Does the edition work alongside the institutional brand?
• Can you recognise it without the main motif?

Accessible

• Can you read the longest supplied names and titles in both languages?
• Is the badge readable at actual size?
• Is the sign readable from its intended distance?
• Can you understand practical messages without motion or colour cues?

Adaptable

• Can you change format, language or content without rebuilding the design?
• Can someone else update a template without breaking it?

Tested

• Does the palette hold up in a physical proof?
• Do screen exports work on the venue equipment?
• Have supplier constraints been checked?
• Does the design accommodate the supplied partner artwork?