Society of the Query is a research project initiated by the Institute of Network Cultures. The conference focused on how algorithms behind search engines influence the overall worldview and cause people to depend little on their associative capacity. The briefing for the visual identity of the conference was very open, however required that there would be a direct reference to Google. 

In the design Society if the Query is the empty paper; the blank canvas. The search bar is an iconic reference to the start of collecting knowledge. The design starts with a primary colour-palette that derives from the four iconic Google colours. This limited colour palette is mixed, expanded and refined throughout the identity. 

To replace the Google colour-palette, we chose to apply a colour of an alternative colour-palette to each component of the conference. To determine which element would receive which colour, all swatches were arranged based on their colour and assigned to the chronological order of the program. By doing so all speakers, moderators and team members; alternative search engines; and any related keywords were assigned a unique colour. This system then served as a way of navigating the booklet.