Fast Company FCLA Branding an international conference in LA

Fast Company, a leading business publication based in NYC, had previously worked with Manchester design agency Superfried on several design projects – Editorial spread . MCP . WCI . Grill . They had been pleased with the results, so commissioned Superfried to design the Fast Company wordmark for their Creativity Counter Conference [#FCLA16] to be staged at 72andSunny’s Playa Vista headquarters in LA.

The conference invites the Most Creative People in Business and brings them together with the most innovative rule-breaking creative minds in LA. Keynote addresses for this year would feature honoured guests such as actress / producer Geena Davis, Tinder CEO Sean Rad, and actor / WWE superstar John Cena, Fast Company Editor-in-chief Bob Safian, LA Mayor Eric Garcetti, Steve Aoki and live updates from their site from the likes of Stoopid Buddy Stoodios, Vans, and Clique Media.

The brief specified that the typographic design should feel like a sibling to the marque for their existing New York Conference. Despite this request, it was also essential that the new logotype for LA maintained complete distinction and independence.

With the brief in mind, continuity was maintained via the use of a 3D style for the lettering. After various design solutions, an isometric style delivered the sharp, confident effect required. Continuity was further enhanced via the continued use of the neutral brand colour palette and shading.

The bold and distinct typographic design worked well across all media, from printed marketing material and digital screens to large-scale signage.