In a world saturated with conferences, don’t just slap some sad, clip art logo on your event. Instead, take the effort to make it strategic and thoughtful. When done correctly, building a new logo for your event is an exciting and impactful process.

 

A well-designed conference logo offers the first glimpse into what an attendee can expect from the live experience and if it’s an annual event, helps maintain connections over time. Any event logo should evoke a feeling of “I want to go there!” It should be given the same consideration as every other touchpoint of your brand.

 

From the concept stage to the final product, every agency has its own process and it is rarely linear. Here are questions to be mindful of when working with your creative director or a design professional to create your event logo.

 

What makes a great logo?

Of all the factors that go into a great logo design, one rises to the top, SIMPLICITY. The conference name should be clean and easily legible. The most successful logos are simple graphics that complement the corporate logo and graphically fit inside the umbrella brand.  One mistake is always thinking that the name of the event, location, and dates must be part of the logo. Don’t clutter – that’s what invitations, websites and social media are for.

 

Okay, I have a logo, now how should I use it?

From a practical standpoint, VERSATILITY is number one. The logo needs to work when used in very small or large formats. This is so it can be used to convey the event identity on signs, mobile apps, emails, menus, T-shirts, and more. If it isn’t readable when scaled or doesn’t translate to black and white, it may be time for a change. Create a graphic that can be used on its own for traditional banners or social media icons, then a second version that includes the event/conference name, and then a final third logo that includes necessary details such as dates and location to be used when appropriate.

 

When do I change or revise my logo?

Design and marketing professionals argue strongly for maintaining a logo. CONSISTENCY allows your audience to form connections and memories around your event. Completely overhauling a conference logo each year suggests confusion around the brand. Attendee connections are not formed. That doesn’t mean elements can’t or shouldn’t change slightly. You can opt to refresh and reflect a new brand framework by updating the color palette, simplify the iconography or choose a new typography.

 

We’re going to Mexico! Now what?

One way to keep a logo consistent but fresh is with a THEME logo. Overall the conference logo remains the same (so the brand connection is maintained) but a theme logo is developed for a specific year. This approach is useful to highlight larger corporate initiatives or a strategic focus within the company. Tips? Try incorporating an iconic piece of the host-city skyline or use local, famous foliage – for example, identify Honolulu with a pineapple or Portland with a rose.