SEGD’s New Brand Identity
The Challenge
In August 2023, SEGD celebrated its 50th anniversary at its annual conference in Washington, DC. Pentagram’s Michael Gericke and team developed the visual identity for the conference and anniversary. The team also designed an identity program for the SEGD that was launched at the conference, encompassing a new symbol, wordmark, signature color palette, website, and a graphic system for social media and publications.
Project Vision
The program included creating a distilled and defining message — “Designers of Experiences” — that is used through all communication materials.
Since its inception in 1973, the SEGD has been a leader and advocate in the development and recognition of human-centered design in the built environment. The society is international, spanning 46 chapters in seven regions and 10 countries throughout the world. This diverse membership shares a common motivation: to make the built environment more inclusive and intuitive, emotive and engaging, sustainable and shared.
SEGD 50 years logo by Pentagram
James Heredia, animation
2023 SEGD Conference Experience Washington, D.C. stage backdrop
Pentagram
SEGD Logo by Pentagram
James Heredia, animation
Design + Execution
This welcoming spirit extends to the new identity, which uses bold shapes and bright color to create an engaging presence. The symbol updates the SEGD mark previously designed by Pentagram, which utilized two-dimensional graphic forms to represent the group’s work in three-dimensional environments. The new symbol integrates a vivid spectrum of color to reflect the society’s growing focus on experiential design
SEGD Social Media Branding
Pentagram
SEGD website scroll animation featuring SEGD brand by Pentagram, SEGD brand voice by Room for Magic, and website by Wide Eye.
Pentagram
SEGD website community featuring SEGD brand by Pentagram, SEGD brand voice by Room for Magic, and SEGD website by Wide Eye.
Wide Eye
SEGD website people featuring SEGD brand by Pentagram, SEGD brand voice by Room for Magic, and SEGD website by Wide Eye.
Wide Eye
Registration at the 2023 SEGD Conference Experience Washington, D.C.
Pentagram
Limited Edition SEGD 50th Poster by Michael Gericke
Pentagram
2023 SEGD Conference Experience Washington, D.C.
Pentagram
2023 SEGD Conference Experience Washington, D.C.
Pentagram
SEGD Global Design Awards logo by Pentagram
Pentagram
SEGD Global Design Awards logo by Pentagram
James Heredia, animation
SEGD Brand and SEGD 50th Foundation Brand by Pentagram
Pentagram
SEGD 50th logo and 50th Foundation recognition signage at the 2023 SEGD Conference Experience Washington, D.C.
Pentagram
2023 SEGD Conference Experience Washington, D.C.
Pentagram
2023 SEGD Conference Experience Washington, D.C.
Pentagram
Silver Loki bag for 50th Foundation members at the 2023 SEGD Conference Experience Washington, D.C.
Pentagram
Buttons design concepts for SEGD merch store at the 2023 SEGD Conference Experience Washington, D.C.
Pentagram
Conference tote bag for the 2023 SEGD Conference Experience Washington, D.C.
Pentagram
Project Details
Design Team
Pentagram
Michael Gericke
Marielle Gross
Melisa Ozkan
Catherine Chung
Migle Jankauskaite
Don Bilodeau
Nick Mucilli
Peter Huang
Collaborators
Wide Eye (website design and development)
Room for Magic (brand voice)
Traci Sym, plus & greater than (SEGD Brand Advisory Committee + SEGD Web Advisory Committee)
Michael Gericke, Pentagram (SEGD Brand Advisory Committee)
Aki Carpenter, Ralph Applebaum Associates (SEGD Brand Advisory Committee)
Bosco Hernández, San Francisco Museum of Modern Art (SEGD Brand Advisory Committee)
Kirsten Southwell, Accenture Song (SEGD Web Advisory Committee)
Sara Pasch, Obama Foundation (SEGD Web Advisory Committee)
Phillip Tiongson, Potion (SEGD Web Advisory Committee)
James Heredia (motion development)
Photo Lab Inc. (PLI) (Conference Wayfinding Signage Suppliers and Printers)
Gable Signs (Dimensional Letter Signage Fabrication)
Ashton Design (Conference Wayfinding Signage Design Implementation)
James Hallock (SEGD Merch Design)
Jacob Goble, Media Objectives (SEGD Merch Design)
Photo Credits
Martin Seck Photography
Open Date
August 23, 2023