Meta Connect — Visual Identity
Meta Connect is Meta's globally anticipated annual in-person and live-streamed conference for anyone interested in technology, its future, and how it will impact life. It's a celebration of co-creation and craft – a vision of next-generation experientiality by creators, makers, and developers. It’s where we learn how communities will connect through Meta's products. Meta invited Studio Dumbar/DEPT® to create an identity and event-opening video for Connect 2025 to link digital and physical worlds.
Strategy
Connect is Meta's opportunity to assert its position as innovation leader. The event's goal for 2025 is to inspire excitement in developers and drive adoption of new technologies.
Design
Meta's theme for the event was 'shining a light on process': showing collaborative experimentation, the moment when an idea forms, the messy in-betweens, the breathtaking breakthroughs, the twists, and the thrills of innovating. To support this, in collaboration with Meta's design team, we developed an identity that captures the emergence of innovation. It's a visual language that expresses iterative working. We show design elements building in sequential layers, from drafted to definitive. Simple wireframe lines evolve into final high-definition shapes. And as an identity showpiece uniting all dimensions of the identity, we created an event-opening video, prefaced by a 30-minute countdown animation.
Results
We placed immense importance on making the identity workable for the many creative and logistical production partners involved in preparing and marketing the event. The design needed to be applied without compromise. To enable this to happen, we created a comprehensive library of identity elements and clear guidelines for their use. Flexible and transferable, this library includes print-ready vector files and ready-to-use animations. Additionally, we built an extensive broadcasting motion toolkit holding fixed and open files for branding footage transitions.
