I recently had the chance to create some graphics for the 2017 edition of TEDxPretoria.

It was a particularly interesting project because even though TED has a well-established brand, there was still lots of room for play.

Some graphic references were shared with me to give an indication of the desired aesthetic. I took those in, and then elaborated and adapted on those suggestions to come up with an expressive style that respects the TED brand, while still being unique and memorable in its own right.

The theme of TEDxPretoria 2017 was 'Unapologetic'. This became the concept that defined the visual personality of all the event graphics.

A colour palette was established that works well with TED's famous red, and a typeface was chosen that expresses the character of the event, while complimenting Helvetica, TED's established typeface.

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