Sea Hackathon is the biggest annual innovation event organised by Sea Labs. Despite being a signature of Sea Labs, the event has never have a clear visual identity.
OBSERVATION ANALYSIS
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.
BRAND POSITIONING
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.
DESIGN RESEARCH
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.
PENCIL SKETCHES
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.
DIGITAL DRAFTS
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.
The final candidates were then applied into graphic representation. Their flexibility and identity strength were carefully evaluated.
CONVERGENCE
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.
INTERSECTION
This option carries large positive, with strong central gravity and simple geometry.
CUBE
This option carries very large positive space and little negative space. Its isometric design and off-centred focal point may reduce the number of potential composition.
Intersection was selected, for it is simple, stable and flexible. The most matured key visual was also chosen to catch up with the imminent production timeline. CREDIT
The pencil sketch stage and web design were partially assisted by Wen Yiran, Senior UI Designer, Labs
