TED 2014 / March 26, 2014

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2014 marks the 30th anniversary of the TED Conference, the iconic “TED Talks” gathering that has become a global cultural phenomenon. As TED’s designer, we take the D of TED seriously, ensuring that the ideas brought to the TED stage are well-served by good design. Event branding, exhibit design, wayfinding, and environmental graphics are all developed to serve TED’s content with functional clarity as well as visual excitement. Even the program guide and collateral are crafted as tools to navigate the conference: type that can be read in a darkened theatre, ample space for notes, and a lay-flat binding.

Albertson Design was honored to lead the branding and design for this milestone event, titled The Next Chapter. The visual language and identity celebrated the legacy of TED, while emphasizing it’s continued focus on the future. Environmental graphics were custom-integrated to the new venue, and carried through to program guides, signage, and large-scale interactive exhibits.

Program guide photo by Marla Aufmuth

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TED 2013 — Annual Report / September 27, 2013

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In addition to the program guide for TED 2013, Albertson Design also created the nonprofit’s first-ever annual report. This book summarized the entire TED organization and was distributed at the conference.

We worked across all divisions of TED—from TED Global to TED Media to TED Partnerships to TED Fellows to TED-Ed to TED Active to TEDx—and helped them structure their content for the report. We then shifted our primary focus to the report’s art direction and design, with an emphasis on beautiful execution, including a die cut book jacket and embossed cover.

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TED 2013

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Every year, TED, a nonprofit dedicated to ideas worth spreading, holds a large conference in Long Beach. The event attracts the world’s most fascinating thinkers and doers and challenges them to give the talk of their lives.

Albertson Design was honored to create the program guide for the 2013 event. This guide is more than just a tool for navigating the conference; it’s also a keepsake that commemorates an important and meaningful annual event for attendees.

TED’s 2013 theme, “The Young. The Wise. The Undiscovered.,” grew out of a piece of artwork by artist and illustrator Oliver Jeffers. We drew inspiration from traditional book binding materials and production processes, interactivity, and cartography. We also worked to incorporate the painterly nature of Jeffers’ work, and Jeffers created the lettering for the program guide’s cover and titles.

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TED 2012 / June 4, 2012

The annual TED Conference in Long Beach is the crown jewel of the TED organization, a nonprofit dedicated to Ideas Worth Spreading. Conference organizers bring together the world’s most fascinating thinkers and doers, and challenge them to give the talk of their lives (in 18 minutes or less). The accompanying program guide is more than a collection of impressive biographies. It is a communications tool and a design object that has to express the big idea of the conference itself.

Early on, we realized that the event theme, “Full Spectrum” was more than a general indication of the conference content, but also a challenge to the standard TED presentation format and experience. This was where we started our exploration into the design of the program guide: what would the experience of the program guide be like?

We looked at previous years, and heard a lot about what conference attendees love and hate: “They hate small type,” “They love being able to take notes and rate the speakers,” “They love when it lies flat,” “They hate ‘too many’ pages…” We took a lot of notes, and came back with an approach that made inventive use of materials, was interactive and playful, yet highly functional.

The results were the highest-rated ever by the TED community. Here’s a quote: “Of the six years I’ve attended, this was the first time I took a meaningful set of notes, an activity that not only improved my experience of the actual event but that also serves as a great tool for reflection and integration now that the conference is over.”

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TED Fellows Award / August 18, 2011

The TED Fellows program helps world-changing innovators from around the globe become part of the TED community and, with its help, amplify the impact of their remarkable projects and activities. Fellows are drawn from many disciplines that reflect the diversity of TED’s members: technology, entertainment, design, the sciences, the humanities, the arts, NGOs, business and more.

We were commissioned to create a simple, yet elegant memento for the Fellows as a reminder of their association with TED and the TED community.

Learn more about the TED Fellows

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Live Culture Co. Identity / August 27, 2010

Sustainable food consultants Live Culture Co. needed a new brand identity to reflect their growing breadth of services. Lead by food and farming specialist Anya Fernald, the Oakland-based organization offers their expertise to a variety of values-driven food businesses, in addition to producing events such as the annual Eat Real Festival, and Yes We Can.org.

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TEDIndia / August 11, 2010

The TED Conference comes to India for the first time, and Albertson Design was commissioned to design and produce the program guide for all attendees. The 200-plus page booklet features an open-spine (to lay flat for note-taking), a cover that coverts to a poster (for added keepsake-potential), and “secret” edge-trim messaging (for sheer delight).

See our video of the book in action here. Our gratitude to illustrator/translator Sagarika Sundaram.

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TED Prize: el Sistema USA Website / July 14, 2009

elsistemausa_website_01elsistemausa_website_02elsistemausa_website_03The TED organization annually selects three individuals who are leaders in their field of work and possess a vision to transform the world. Jose Antonio Abreu has been creating social change through music training for 25 years, helping hundreds of thousands of children at risk throughout Venezuela. We were asked to provide the brand identity and web site for this remarkable program in the United States.

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TED AM Welcome Kit

ted_am_welcomekit_02 ted_am_welcomekit_03 ted_am_welcomekit_01 As part of an initiative to open up the TED experience to a broader, international audience, a new membership model was created at a lower price point for those who are not able to travel to this annual inspirational event. TED Associate Members received this welcome kit in the mail to supplement their access to a live-streaming broadcast of the event. To make their experience more tangible, the kit contains a viewing diary, invitations, a poster, custom bag tag, and a dvd of the six most popular TED talks.

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Slow Food Nation

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An unprecedented celebration of a burgeoning movement, Slow Food Nation was a three-day public event of tastings, seminars, farm visits, and panel discussions for more than 85,000 attendees. Our goal was to connect community and cuisine through a compelling visual campaign. Our “Farmer = Liberty” emblem ended up on buttons, bags, and t-shirts, and was adopted as a visual slogan for the “good, clean, and fair” national food movement.

The comprehensive branding and design effort spanned a national advertising campaign, books, collateral, signage and environmental graphics.

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