TEDxUofM is a University-wide initiative with a mission to galvanize the community through inspiration, discovery and excitement. Borrowing its format from the world-renowned TED conference, TEDxUofM cultivated a TED-like experience on the University of Michigan campus by showcasing the most fascinating thinkers and doers, the "leaders and best" in Michigan terms. This was accomplished through a stimulating day of presentations, discussions, entertainment and art, with the common goal of sparking new ideas and opportunities across all disciplines.

On April 8th, 2011, the TEDx event filled 1,700 seats at The Michigan Theater, a historical landmark that dates back to the 20s. With this prestigious venue in mind, it was the design team’s goal to reflect the theater’s architectural embellishments through the graphic identity of the event. The designs needed to be simple and modern, yet sophisticated and elegant. This idea was achieved through the use of architectural cues found within the theater and the integration of different typefaces: Helvetica and Adobe Garamond. The first served as the neutral sans serif and the latter presented as an old-style serif typeface that provided the right amount of fluidity and consistency.