SDDW

For the San Diego Design Week branding, I aimed to create a dynamic logo that embodies San Diego’s diverse creative community and invites collaboration. The design system enables limitless variations by merging a custom alphabet with colors and typography inspired by constructivist, modernist, and brutalist aesthetics. The logo and its permutations serve as a visual metaphor for inclusion and diversity at a pivotal moment for society. To realize this, the brand would be co-created by participants through a microsite that acts as a bridge between the festival, the speakers, the students, and the organizers. The final result is a democratized tool that enables anyone to design their own logos, digital posters, and guerrilla art pieces.