World Technology Games
︎ Brand Identity Design
︎ Project Management
︎ UI/UX Design
︎ Motion Graphics
︎ Visit Live Site
Collaborators: Anna Yu
Herzog & Schindler
Design Axl
2023
Overview
The newly formed World Technology Games (WTG) aims to create a unique type of Olympics—a global event for today’s tech-savvy audiences which focuses competition on critical thinking, emerging technology, and scientific innovation, rather than physical prowess. Driven by hope for our common future, the World Technology Games strive to bring together the world’s brightest minds, tackling the challenges that face our planet and inspiring the next generation of science and technology leaders.
To help manifest this dream, Herzog & Schindler and Design Axl partnered with the World Technology Games in 2023 to develop their first-ever visual identity, brand strategy system, and website.
Process
To kickstart the project, the World Technology Games first wanted to solidify a new logotype in order to replace their placeholder logo as quickly as possible. WTG gave us specific, yet open-ended directions: the logo should be informed by science and technology, be evocative of speed and motion, and—most importantly—should appeal to today’s younger audiences.
My process typically starts with a research phase, followed by a heavy, pen-to-paper iterative phase, and then followed by another iterative digital sketch phase. In my research, I explored a number of rabbit holes, with topics spanning from ancient alchemy to modern sports broadcasting visual languages.
Select initial WTG logotype concept sketches and brainstorming notes
In total, our design team proposed dozens of iterations to the client across weeks of iteration; however, much to our dismay, meeting after meeting was met with the same rejection. Until one day, when we had finally hooked them with one of my designs: the World Technology Games Delta.
After dozens and dozens of iterations, World Technology Games was hooked on the Delta.
The Delta was born from WTG’s mission to create positive change for future generations through their competition. The Delta combines three key symbols—the first of which is a delta, the mathematical symbol for change. Second, a convergence point stemming from the four cardinal directions, symbolizing a meeting point for people from all walks of life. And third, a sunrise, representing hope for our shared future.
I had many iterations of the WTG Delta to consider for our final pitch.
To complement the logo, our design team created a brand palette consisting of 10 vibrant colors to highlight WTG’s diverse audience and competitor pool. These colors, when combined with the WTG Delta, also represent the four different science verticals within the competition, as well as the different types of events within the programming.
The brand colors can be assigned to the WTG Delta to represent the four different science verticals within the competition.
After many rounds of typography research, pitches, and feedback, our team also landed on Akzidenz-Grotesk BQ Extended and FK Grotesk as WTG’s brand fonts, evoking feelings of speed and science & technology, respectively.
Select pages from World Technology Games’ brand guidelines deck
The rest of the World Technology Games assets, including promotional advertisements, social assets, and their redesigned website, all make use of bold, swooping arc motifs derived from the World Technology Games Delta. These arcs can function as text boxes, eye-catching compositional tools, or, when paired when the center circle of the Delta, can even function as a spotlight.
Select pages from World Technology Games’ new website
World Technology Games assets all makeuse of bold, swooping arc motifs derived from the WTG logotype.