It was unclear whether a holistic visual identity is necessary, and how should it be done. Visual designs for similar events from biggest tech companies in the world were analysed to identify the common practice. The results were categorised into several design directions and levels of effort-consumption.
It is reasonable to assume that the more important an event is, the more high-effort the design will be. As Hackathon’s significance is high, the two most low-effort options were eliminated.
The design directions were also ranked in terms of design consistency and customisability. While higher consistency enforces identities, customisability provides the room for themes and messages. As Hackathon requires a clear identity and medium flexibility, the Adaptive Logo direction was chosen as a result.
Three main goals for the logo design were set out. The logo must be derivable, distinctive to Sea, and closely linked with Hackathon’s nature. Keywords related to the goals were listed out, and a secondary research was conducted to gather the elements that respond to each keyword.
From 9 main categories of logo designs, unfit options were eliminated. All potential keyword combinations for the feasible categories, as well as their associated elements, were listed out as a basis of the pencil sketches.
Three sketches were picked out for digitisation, with symmetry and signature elements kept in mind. Besides, the final drafts also require a logical construction that is easy for reproduction.
Combining letter H with the idea of teamwork and programming, this option carries large positive and negative space, with very strong central gravity. Its complex geometry, however, may limit possibilities.
The pencil sketch stage and web design were partially assisted by Wen Yiran, Senior UI Designer, Labs