Branding a conference that looks for answers to hard questions
Aspen Institute event branding—The annual conference of the Aspen Institute Central Europe, called "Kam kráčíš Česko?", provides a platform for discussions about political, economic and social development of the Czech Republic in the context of Central Europe. The client needed a branding that stands on it's own but also links to the visual identity of the institute.
Focus on the questions—The visual system is based on a question mark. Each topic discussed on the conference, such as education, security or quality of life, had it's own version of the symbol. The question marks are built from smaller elements. Those elements represent various point of views on that topic. This approach symbiolises that despite various and often opposing opinions, the solutions to the problems of the society can only be reached when everyone works together.