Industry: Tech // Capabilities: Branding & Direction // Credits: Yemi, Sochee, Trapper, Concord, Ebenezer, Jeremiah, Victory
Lagos Startup Week: Experience the new tech era
Experience a new tech era: Lagos Startup week is one of Nigeria’s biggest startup events where industry shakers, trailblazers, and game-changers gather to demo cutting-edge products and new technologies and share inspiring insights. With a future-facing theme—Experience a New Era of Tech—for the 2023 edition, the event demanded a new visual identity going forward. Debuting a dynamic ecosystem of elements: color, type, image treatment, illustration, and composition, the new visual identity speaks deeply to attendees from across multiple touchpoints.
Novel yet familiar
The first challenge was the event’s logo. A visually bland workmark, it was inconsistent with the dynamic world of tech. For a refresh, the logo features an emblem of diverse shapes in diverse colors, an inclusive hint at the eclectic array of the 20+ attending startups. The new logo also retains the wordmark from the former for an intimate feel. By boldly remixing the old with the new, the logo balances novelty with familiarity.
An ethos for fusion
Piggybacking on an ethos of “the Retro plus the Neo,” the identity captures the cultural heritage of the host city in a symbiotic meld with evolving technology. This celebrates the event’s goal of unleashing a convergence of present-day community and future-leaning technology. The identity reflects the rich duality of the foundational ethos—from the the human-crafted tetris-esque illustration of the Civic Tower and Ikoyi Link Bridge to the AI-generated Danfo bus retrofitted with boosters and the visor-donning Aro Meta statues.
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