project: Using the new typeface, color and logo, blanket Moscone Center in signage for users conference.

objective: Launch the new brand before the new packages hit the shelves. Utilize existing globe graphic and 97 logo.

target: Designers and developer customers as well as new users.

solution: I decided to focus on the new brand color while playing with the elegant new typeface (designed by Neville and the FontBureau). Directional signs were white, smaller and bolder. The look was repeated in the 3D gateways and exhibits.

at right: Moscone Center entrance.
far Moscone Center, wrap around sign.