The Internet Advertising Bureau's
MIXX Conference kicks off Advertising
Week in New York each year
They present the best speakers, industry leaders and groundbreaking case studies. The Martin Agency was lucky enough to be brought it to provide branding assistance. Luckily, the IAB mark was design by Michael Beirut and Pentragram, so creating a system based upon the mark was grounded in a strong formal structure.
We initially deconstructed the strong circle and rectangle shapes into the one unused basic shape in the original logo: a square. From there, alluding to the constantly moving
parts that internet advertising embodies, but supported with a strong underlying structure, the system was born.
With a strong concept in mind, pushing the system into multiple facets in motion, advertising and unique approaches was easy, as well as striking.
In addition, while designing the IAB branding system, we also built more than a dozen bumpers that reminded visitors of the conference's theme: storybuilding.
