Generation SDG Conference Identity

Perimeter Institute / Waterloo Global Science Initiative

Long time residents of the world-renowned Perimeter Institute, Waterloo Global Science Initiative (WGSI) periodically hosted "summits" – diverse gatherings of the nation's brightest minds to share perspectives and ideas around Canada and the world’s most pressing challenges. This particular event centred on the Sustainable Development Goals (SDGs) put forth by the United Nations (UN). A distinct look was needed to emphasize the interconnection between the desired outcomes of the UN SDGs with an optimistic, multi-generational outlook of Canada's own strategy. The design challenge began by gaining a thorough understanding of the 17 UN SDGs and their well established visual identity system, then devising a way to distinguish WGSI’s own Generation SDG conference and highlight Canada's own subset of goals and priorities that it has laid out for itself, without appearing overly nationalistic. Creating a set of vibrant graphics in support of "discussion," "goals" and "sustainability" allowed for a simple, flexible framework to balance the depth and complexity of the subject matter, and allow for all of the conference signage and materials to be uniquely and boldly identifiable for attendees.

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Role(s) on this project: art direction, concept development, design, typesetting, production, print production and management.

Created while working with Intent. Canadian landscape imagery curated from Creative Commons.

The identity system is held together by vibrant, overlaid shapes – iconic representations of discussion (abstract speech balloons), sustainability (mobius strip graphic) and goals (target-like symbol). To provide a visual link between the conference and the UN SDGs, all of the UN's 17 specified SDG colours are included and analogously grouped.

Following the summit, this 80-page Blueprint report captures the cross-cutting conversations and breakout sessions that took place. Including candid photos of conference attendees and participants, it proposes actionable recommendations for global thought leaders. Featuring various infographics, it was translated in French, printed, perfect-bound, and made available online as accessible PDFs.