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“It’s a Tilted World After All”

New Logo and Identity for World Design Weeks by Mucho

Established in 2017, World Design Weeks is a new network and membership organization for design weeks and festivals around the globe in an effort to “share knowledge, resources and best practices, fostering the exchange of products and ideas, sustainable development, and the growth of individual design events.” The organization currently counts with nine member Design Weeks, including some of the bigger ones in Barcelona, San Francisco, and Helsinki and its main event is a summit where members of the members meet in person (one of the requirements of being a member). The identity for the new organization has been designed by Mucho.

Details make a difference. Sometimes, they change the world.

The Earth’s axis, for example, is tilted at an angle of 23.5 degrees. Which brings different parts of the planet closer to the sun at different times. That’s why, as the year goes on, you can bask in summer sun, sink your boots into fresh winter snow, savour the flowering of spring, and glory in the blaze of autumn. All because of one detail.

That critical angle also reminds us how interconnected we all are. Even when sometimes we feel more separate than ever.

The shifting seasons remind us that we’re all fellow citizens of Earth, affected by the same elemental forces.

That’s why we’ve chosen the 23.5-degree tilt of the Earth’s axis as the key to the World Design Weeks identity.

Mucho project page

Introduction.
New Logo and Identity for World Design Weeks by Mucho
Logo.
New Logo and Identity for World Design Weeks by Mucho
Color options.
New Logo and Identity for World Design Weeks by Mucho
Lock-up with other Design Weeks.
New Logo and Identity for World Design Weeks by Mucho
Summit 2017 logo.

The concept for the logo might be a little self-aggrandizing in terms of equating the tilt of the Earth with that of the logo for an organization for Design Weeks — we can survive without the latter but certainly not without the former. Nevertheless, it’s an appropriate concept and one that’s been executed perfectly. The tilt is literally visualized as a slash at the angle of the Earth and has just the right length to become more than just an accent slash. The wordmark, in FF Mark, stacks along the angle in a straightforward but pleasing way, in part because the “W”s have been altered to be more parallel to the axis. The length of the slash, when paired with the word mark, also looks like a flag, which continues the global-ish theme. The slash also makes for a great segue or glue with member logos or to define hierarchy as in the Summit logo. As simple and basic as it is, it’s all about the execution. Haters of reflex blue gonna hate and, to a degree, I might side with you this time as this probably deserved something less default or design-y.

New Logo and Identity for World Design Weeks by Mucho
Color palette.
New Logo and Identity for World Design Weeks by Mucho
Typography. (FF Mark).
New Logo and Identity for World Design Weeks by Mucho
Business cards.
New Logo and Identity for World Design Weeks by Mucho
Calendar.
New Logo and Identity for World Design Weeks by Mucho
Event badges.

Not much in application — perhaps we’ll see some after the Summit — but, in general, it has an appropriate designer vibe that’s also not too visually demanding that it steals the thunder of the identities of member Design Weeks.