{"id":31372,"date":"2019-11-14T14:33:22","date_gmt":"2019-11-14T13:33:22","guid":{"rendered":"https:\/\/brandsmith.es\/brandsmith-desarrolla-la-identidad-visual-de-convergence-el-primer-congreso-global-de-blockchain\/"},"modified":"2019-11-19T15:29:41","modified_gmt":"2019-11-19T14:29:41","slug":"brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/","title":{"rendered":"BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Whiplash Team, November 15, 2019<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Convergence, The Global Blockchain Congress was held this week in M\u00e1laga, from November 11th to 13th. It was jointly organized by the European Commission, the Blockchain Observatory Forum, INATBA (International Association of Trusted Blockchain Applications) and Alastria. <\/h4>\n\n\n\n<p>This is the first global conference that brings together experts in blockchain, policymakers, and representatives from companies of various industries, to share ideas, experiences, and knowledge.<\/p>\n\n\n\n<p>BrandSmith\nwas in charge of developing the visual identity of the event and of all the\nvisuals in FYCMA M\u00e1laga (Trade Fair and Congress Centre of M\u00e1laga), both for\nthe congress and for the Global Blockchain Challenge competition.<\/p>\n\n\n\n<p>Miguel Garc\u00eda Mach\u00edn, BrandSmith&#8217;s creative director, was responsible for developing the visual elements of the event. We talked to him about the creative process that entails giving a graphic identity to an event of this magnitude, which gathered more than 1.200 people from all over the world in Malaga.<\/p>\n\n\n\n<p style=\"border-top: 2px solid #b0b0b0; margin: auto; width: 30%; \"><\/p><p><\/p>\n\n\n\n<p><strong>WL &#8211; How did the creative process of building the graphic identity for Convergence, The Global Blockchain Congress go?<\/strong><\/p>\n\n\n\n<p><strong>MGM &#8211; <\/strong>Its initial phase, the understanding of the subject itself was somewhat unique, due to the complexity of the concept: What is Convergence? What is Blockchain? Who is the communication aimed at? What is its identity? &#8230; What messages are essential? What profile does the target audience have?<\/p>\n\n\n\n<p>In short,\nthe usual questions that need to be tackled when dealing with any identity\ncommunication project.<\/p>\n\n\n\n<p>Consequently, it required previous documentation work to complete the briefing and thus be able to formalize a brand and, above all, a repertoire of graphic elements that would generate, when combined, an appropriate and effective language.\u00a0<\/p>\n\n\n\n<p style=\"border-top: 2px solid #b0b0b0; margin: auto; width: 30%; \"><\/p><p><\/p>\n\n\n\n<p><strong>WL &#8211; Why did you select that colour palette?<\/strong><\/p>\n\n\n\n<p><strong>MGM &#8211;<\/strong> The colour palette is one of these graphic elements. A wide palette was chosen for the symbol with the criteria that it should cover the entire spectrum and be, in addition to balanced, visible both on a white background and on one dark blue.<\/p>\n\n\n\n<p>The colour\nrange is, together with typography, one of the fundamental tools to generate\nthat visual code: the language that connects with the audience and must fulfil\nits duty in this kind of communication.<\/p>\n\n\n\n<p>In the case\nof an event, the chosen language must connect emotionally with the audience,\nespecially in the communicative phase prior to the event itself.<\/p>\n\n\n\n<p>During the event, this language must also have a functional dimension, it must be clear and help the attendees to understand the direction, the situation of different areas, the activities carried out in them &#8230; etc.<\/p>\n\n\n\n<p style=\"border-top: 2px solid #b0b0b0; margin: auto; width: 30%; \"><\/p><p><\/p>\n\n\n\n<p><strong>WL &#8211; And the fonts?<\/strong><\/p>\n\n\n\n<p><strong>MGM &#8211;<\/strong> Stick fonts were chosen, but with a kind, human touch. Typefaces typical of a contemporary language but far from the purely technological:<\/p>\n\n\n\n<p>UBUNTU and DTL PROKYON<\/p>\n\n\n\n<p style=\"border-top: 2px solid #b0b0b0; margin: auto; width: 30%; \"><\/p><p><\/p>\n\n\n\n<p><strong>WL \u00ad- What was the biggest challenge when developing Convergence\u2019s identity?<\/strong><\/p>\n\n\n\n<p><strong>MGM &#8211;<\/strong> Perhaps the fact that, with rather short timing, when the speeches program, the different pieces and the different supports were being generated, at the same time the communicative requirements that needed to be resolved were being discovered. Also the number of different types and formats of said media.<\/p>\n\n\n\n<p style=\"border-top: 2px solid #b0b0b0; margin: auto; width: 30%; \"><\/p><p><\/p>\n\n\n\n<p><strong>WL &#8211; What is the difference between developing a job like this, for an event, and doing it for a company?<\/strong><\/p>\n\n\n\n<p><strong>MGM &#8211;<\/strong> If you mean the difference in branding of what is the Corporate Identity and Brand Image for an event, in principle, although they are of a different nature, and the Corporate Identity includes the Brand Image as one of its parts, from a creative point of view they have much in common. The creative phases are the same but may be shorter or longer.<\/p>\n\n\n\n<p>Anyway, we\ncan say that an event requires a brand image, but its implementation is more\nconcrete and responds to a much more limited communication need in space and\nespecially in time.<\/p>\n\n\n\n<p>When\ndesigning an exhibition space, or an event for a fair, it is essential to have\nprevious physical relationship with said space, understand it, preview the\nneeds that the user may have and thus, through design, facilitate their\nexperience in a way that it unfolds naturally and intuitively.<\/p>\n\n\n\n<p>BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whiplash Team, November 15, 2019 BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress Convergence, The Global Blockchain Congress was held this week in M\u00e1laga, from November 11th to 13th. It was jointly organized by the European Commission, the Blockchain Observatory Forum,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":31370,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brandsmith - BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress<\/title>\n<meta name=\"description\" content=\"Brandsmith BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress\" \/>\n<meta property=\"og:description\" content=\"Brandsmith BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-14T13:33:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-19T14:29:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/11\/whiplash-n\u00ba-127.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"BrandSmith develops the visual identity for Convergence, the first Global Blockchain Congress\",\"datePublished\":\"2019-11-14T13:33:22+00:00\",\"dateModified\":\"2019-11-19T14:29:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/\"},\"wordCount\":724,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/\",\"url\":\"https:\/\/brandsmith.es\/en\/brandsmith-develops-the-visual-identity-for-convergence-the-first-global-blockchain-congress\/\",\"name\":\"Brandsmith - 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