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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Steve recently posted..The Obvious Connection Between Hives and Stress
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.
Twitter: HughesGroupRE
says:
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.
Daniel recently posted..Boise Real Estate- Time to Buy?
I really like “FUTURE. INNOVATION. TECHNOLOGY. CREATIVITY.” that totally gives more meaning and importance.
ella recently posted..What to Do for Valentines Day 2012
I am pretty amazed by the design. It is better to consider simple logos than creating complicated ones.
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Twitter: mauiresearch
says:
LOL, ‘flash in the can’, what a great name. At first glance I thought it had to do with something completely different (bowel movements!). Anyway, it’s incredible what these talented people can do.
Future Innovation Technology Creativity is really great name.
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abhinav recently posted..Movavi Video Editor Software
Twitter: MiamiLuxCondos
says:
I love the FIT part. Great logo!
It is so amazing to FITC is already on dictionaries.. Check this out
http://acronyms.thefreedictionary.com/FITC
The logo of FITC has a singificant meaning, besides the meaning of the words future; innovation; technology; and creation is very important and it is interesting.The logo is simple and the words of the FITC is attractive.
Thanks for the post….Good logo….
Twitter: NasserFormation informatique
says:
hi …
the logo that is used here is so simple and more attractive … the way you choose is a nice one since it can adds so many ideas to our mind…. when i see the logo i find it has a meaning … yes a direct meaning … and the colors and the way it make the logo design can go far and far to make it stay in the mind…. i like it so much ….when we choose the simple things we can be great ..
Twitter: luckysuperstore
says:
Hi,
What a great design ! Firstly, Really Great Work. I like this design.