One of my most favourite tasks that I’m asked to do in my line of work is to create a brand identity.
There’s something very special about being entrusted to visualise the persona of an individual or company, but there are also many dangers so it helps to be working with someone who is equally passionate about achieving the right outcome.
When I was asked to design the logo for @themeet140 I jumped at the chance. I consider Mark and Chris to be among my most closest friends and I am 100% behind what they are achieving with the concept.
My initial thoughts were based around how the hashtag was being shared, the emphasis was on the ‘THE’ (THEmeet140). It was as if they were creating the definitive tweetup. This had the unfortunate effect of affecting my judgement and leading me down completely the wrong path.
After sharing this initial design with Mark it became very clear that this particular road was a dead end.
“The thing the creative made me think about was is it THEmeet140, theMEET140, themeet140 … I have started using it lowercase and all equal so it does not look overly bold, or cocky. The people who come make it and a brand that is ‘theirs’ not ‘ours’ would make me really happy. POWER, but power made of the people.” – Mark Jennings
Mark’s comments were considered and constructive, a rarity among clients, and helped me realign my thinking and move off in a different direction.
I started to think about how @themeet140 was all about the people, they are the ones who make it what it is. All of these people begin their journey’s with each other as little 48×48 pixel boxes, and it is the job of @themeet140 to bring them all together.
Eureka! It all seemed so simple now.
What this led me to produce was an avatar made up of avatars, each one with a slightly different skintone to represent the diversity of individuals that gather at these events. And in the corner was a light blue Twitter coloured box to symbolize the connection that is shared and from where it all began.
The typography was kept simple, but the letter spacing was lowered to hint at the suggestion that we are all together, touching each others lives.
Needless to say Mark adored the concept and, despite some minor tweaks, the logo was adopted and @themeet140 had it’s face.