FreeDesigndom

FreeDesigndom is a new 4-week long design festival in Amsterdam and Utrecht in which existing design exhibitions and design related events are being grouped. FreeDesigndom does not develop any program other than the program of the participating partners.

Assignment:
Design an identity for 'free designdom' and design the communication to support it. (Not an easy task, especially because the name Free Designdom was already fixed.)

Concept:
Solar Initiative created an identity based on a few principles:

• highly recognizable in various situations;
• easy to combine (as a layer) in the identity of the existing partners;
• translatable both in print and 3d space (in exhibitions, on buildings, on merchandise) and
• easy for participating events to identify with

Result:
We came up with a graphic language that consists out of series of black dots – round stickers –that could be stuck virtually anywhere without compromising whatever they got stuck on. The black stickers are never used alone but they always appear in groups: the 'FreeDesigndom'- dot + other dots that give it meaning. By in turn being layered over the communication of existing events it re-created the layered content of the event. Hence it was also marking these events with the 'quality mark' 'FreeDesigndom'.