Book by Hybrid Design for TED

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CLIENT

TED is a non­prof­it devot­ed to spread­ing ideas, usu­al­ly in the form of short, pow­er­ful talks (18 min­utes or less). TED began in 1984 as a con­fer­ence where Tech­nol­o­gy, Enter­tain­ment, and Design con­verged, and today cov­ers almost all topics—from sci­ence to busi­ness to glob­al issues—in more than 100 languages.

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BRIEF

The theme for TED­G­lob­al 2013 was Think Again. Dis­ci­plines merge and cross-pol­li­nate. Tech­nol­o­gy intrudes into biol­o­gy and soci­ety. Pow­er and author­i­ty are redis­trib­uted. Hopes and anx­i­eties col­lide. A new world is emerg­ing at the inter­sec­tion of once-sep­a­rat­ed real­i­ties, and every­thing we know just may be wrong. 

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APPROACH

Hybrid Design took on the con­cept of Think Again, cre­at­ing a com­pre­hen­sive iden­ti­ty for the TED­G­lob­al 2013 con­fer­ence. The goal was to encour­age par­tic­i­pants to approach old prob­lems from new per­spec­tives, and to look at every­thing from a new angle. This idea was explored by flip­ping imagery and typog­ra­phy to dis­cov­er new con­nec­tions. Through­out the book and con­fer­ence a neon yel­low acts as an agent of dif­fer­en­ti­a­tion, cham­pi­oning alter­nate per­spec­tives, and those who present them. Most dra­mat­i­cal­ly the edge paint­ing high­lights an often uncon­sid­ered plane of the book, demand­ing recog­ni­tion of some­thing often unnoticed.