indigo kids

The biggest tech conference in the Baltic states

LOGIN is the largest gathering of internet and tech community in the Baltic States, annually attracting more than 100 speakers and 4 000 attendees from Lithuania and beyond. Each year LOGIN attracts speakers, whose brave thoughts and genius ideas have changed the world. Each year we create a new visual style for this conference with a bunch of other stuff that comes with it.

Everchanging ID

Login is a future-forward, creative cultural force that delivers unique, relevant content. Since Login is all about digital trends, it needed an identity that would reflect it’s essence.

Login 2012 logotype created by Indigo kids

How it started

"Blogin" was the biggest blogger conference in Baltic states. In year 2009 the conference changed its name to "Login" as they became even larger, suited not only for bloggers but for all Internet enthusiasts. Now "Login" brings together biggest thinkers and doers of the Lithuanian Internet community.

Arnold Rogoznyj (organizer of the conference) asked us to create a mark that would be durable and would represent dynamic digital culture.

IDEA of visual identity : Internet is digital freedom, space without borders.

IMPLEMENTATION: First step was to simplify the name to loosen up the blogging theme feel. Previous logo was pixelated, we thought that it is a nice idea to leave this digital feel, but make it more trendy. So we changed it from 2-dimensional to 3-dimensional. We used isometric grid to build the new logo.

We thought that we must stick to this 3 dimension feel in all visual communications. The concept of visual identity was space and levitation. We made few drawings of abstract low polygon figures, all of them were levitating, expressing big blast, freedom of movement.

We created visual identity of the conference: logo, posters, websites, presentations, banners, brochures and much more.

The new identity captured the attention of media, subsequently ADRENALINAS (Lithuanian advertising festival) mentioned our project as one of the best design solutions in Lithuania that year.

Let’s try something new

In 2010 Login became even larger &
it needed something new, something fresh & trendy.

Login wanted something “new” for the upcoming Login 2010. They asked us to repeat the success of the previous year, to create something “cool”. And we did. We created visual identity that doesn't have a static color, but a fusion of colors.

We were using animations whatever we could (e.g. animated website background).

In print advertising we used optical illusions to depict movement on printed material

Client liked it, conference attendees loved it, even Golden Hammer awards (one of the biggest advertising festival in Eastern Europe) shortlisted this project as one of the best identities that year.

New challenges

Bigger & bolder

In 2012 we reshaped the logotype. We made a simple, confident logotype that could be revealed by ever-changing imagery. Login identity became uniquely dynamic. With possibility each year to change it’s main visual theme: 2012 purple vibe, 2013 digital flames, 2014 cold charts.

2014

2013

2012

Login has successfully evolved to a mature conference committed to innovating, growing and investing in experiences that inform, entertain and connect the world.

What we have learned

1. Be Dynamic
Being rigid in logo design only leads to no scope for improvement and/or innovation, and when innovation dies, the design also dies.

In the digital age, where logos will appear on multiple devices and across social media, you must design something that transcends paper. It must look great on different backgrounds, work for apps, icons, avatars and print, and it must be flexible in size.

A logo has to be dynamic. This does not mean that it has to change every week, but it should have a flexible approach.

2. Be Bold
Trying to get everyone to like you is a sign of mediocrity. When asked about the foundation of successful brands and whether market research breeds mediocrity, Wally Olins, godfather of modern branding, answers: “If you are going to create something that is truly a breakthrough, you have to rely on your intuition and your judgment. … Finding out what people feel about things that are happening today is extremely useful. Trying to get people to tell you what will work tomorrow is useless.”.