The first FITC (Flash In The Can) event was held in 2002 as a Flash development conference. That was a decade ago. At that time, IE 6 and Netscape Navigator 7 were the most modern browsers available, “Web 2.0″ held meaning, Macromedia Flash MX was the next big thing, and the iPhone was still 5 years away. The world has changed.
Recognizing that, FITC decided it was high time to enter a new direction in their brand design that better represented the brand it has become.
“FITC has evolved into a brand which is embraced by digital creators around the world for playing host to innovative speakers, who share the latest in technology and the creative things being done with it. We wanted our name to capture that, so we came up with four words which represent what our company and the events we host are about.” – Lindsay Munro on the FITC blog
The four words that the acronym FITC now stands for are:
FUTURE. INNOVATION. TECHNOLOGY. CREATIVITY.
Of course the star of the show is the new logo, below.
The identity was designed by fellow Canadian James White, of Signalnoise. You can read a detailed account of the design process here.
Of course, any time a rebrand is announced, opinions are never in short supply. Some say it looks too much like Leica (What, we can’t use red circles and white type ever again?), others say it shouldn’t be lowercase, and the trolls say “lame”. I for one think James has done a pretty good job on this. The mark is clean, stylish and bold, and meets all the crucial criteria of quality execution. So what do you think? Is this a hit or a miss?
Tags: branding, design, design process, logo, news, rebrand, slogan
Logo reflects the business and I think it is good to have a simple and stylish logo. Some companies have confusing logos with no reference to the name. I feel the FITC logo has a clean finish and stands out too.
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I agree with Steve. The logo is simple, clean, and clearly represents the brand. I’m not a huge fan of the typeface, but I’m also not one to put a whole lot of time into something like that. What’s most important is that those within the organization feel comfortable with the new brand and are motivated by it. If that’s has been achieved, it’s successful, regardless of what those on the outside think.
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The new design looks perfect to me. For what FITC has worked for over the years the new message Future, Innovation, Technology, Creativity is realistic and very much relevant. I like the color combination, the design is very clean and looks very professional.
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I like the design and like Steve said, over-complicating a logo is more harmful than having one too simplistic. This one has a nice balance, and you’ll know what it is correlated with.
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I really like “FUTURE. INNOVATION. TECHNOLOGY. CREATIVITY.” that totally gives more meaning and importance.
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