A Brand Evolving Year-on-Year
Our goal was to craft an identity that reflects the compound effect of learning, where each year builds upon the last. Rather than starting fresh, we’ve designed a brand that will evolve—growing stronger with the knowledge, creativity and leadership gained from each conference.
This year, the Design Leaders Conference brand is centred on Creative Courage.
At the core of this year’s identity is a deep connection to our Irish heritage, grounding the brand in symbols and icons that represent our rich cultural roots. We’ve reimagined these elements in a bold, modern way, capturing the strength and confidence of Ireland’s design community.
The use of a sand texture ties directly to our island position, symbolising bo th the ever-shifting nature of design and the importance of sifting through change to find the most relevant knowledge. Just as the sand shifts, the conference guides leaders in navigating an evolving industry, helping them focus on what truly matters.
By weaving this year’s theme, Creative Courage, into the brand, we’re not only celebrating Ireland’s legacy but also charting a path forward—creating a visual identity that will continue to evolve, reflecting continuous learning and growth, year after year.
We're excited to introduce this year's Design Leaders Conference brand, starting with the colour palette. The deep green represents our Irish heritage, grounded confidence and enduring leadership in design. Complemented by a sharp neon green, this palette speaks to innovation, growth and the courage to push boundaries.
This also ties into Ireland’s island position, where sand and the sea are central to our cultural and natural identity. The sand pattern mirrors the idea of moving forward and returning to the sea, much like the increasing trend of embracing water sports and cold swims.
Our logo design subtly incorporates elements of traditional Irish symbolism, offering a modern take on heritage. Inspired by Celtic knots and continuous patterns, it reflects the idea of connectedness, growth and leadership. It's a mark of confidence and continuity, yet forward-thinking enough to stay relevant year after year.
The new logo also integrates subtle references to Irish design history, bridging the old and the new to create a symbol that speaks to both our roots and future aspirations.
This year’s theme is Creative Courage and it’s all about embracing the power of creativity to drive bold leadership. Our visual identity reflects this courage through dynamic wind and upward movement motifs—symbols of forward momentum and pushing boundaries.
By drawing on the strength of Irish creativity and innovation, we’re inviting leaders to harness this courage and turn it into transformative growth in their design practice.
The use of Irish fonts in our branding further celebrates the talent within Ireland’s design scene. We’re proud to feature typefaces created by Max Phillips of Signal Type Foundry, whose work reflects the same commitment to creativity and craftsmanship that drives our conference. These fonts add a uniquely Irish character to our brand, merging tradition with contemporary design.
The aim was to celebrate Irish talent, leading to the selection of two fonts by Max Phillips and Signal Type Foundry. Ballinger was chosen for its clarity, which ensures messages are conveyed with precision and simplicity.
Complementing Ballinger is Vibro, described by Max as "designed by an old hippy for maximum dazzle." It's lively and dynamic and injects energy into the brand. Although Celtic ornamentation wasn't a primary focus during its creation, the subtle stripe patterns within Vibro evoke a sense of traditional Celtic design.
Find out more about the Design Leaders Conference typefaces on signalfoundry.com