Visual Identity for 2023 IIBEC International Convention & Trade Show
Client: the International Institute of Building Enclosure Consultants (IIBEC), an American construction industry professional association for enclosure experts (roofing, waterproofing, and exterior walls).
Firm: Silva Brand, LLC
Design Problem: the 2023 IIBEC International Convention and Trade Show needed a cohesive, striking branding strategy to celebrate its 40th anniversary and set a forward-looking tone for the future. The event required a visual identity that could effectively capture the organization’s prominent role in the building enclosure industry across various digital and print materials and presentation spaces.
Key Challenges: the branding required a cohesive visual style adaptable across various print materials, including forms and signs, and multimedia and presentation spaces at the event. It needed to resonate with a professional audience familiar with the building enclosure industry and celebrate the 40-year heritage of IIBEC.
Design Solution: the final design features a clean aesthetic that resonates with the Convention’s professional audience and reflects IIBEC’s longstanding history in the industry. Inspired by Diazo print—a 20th-century technique for reproducing architectural drawings—the color palette includes off-white and bright blue tones. Bold, condensed typography defines the event’s visual identity, complemented by isometric illustrations of buildings and construction processes, creating a modern and professional ambiance.
My role: visual identity, collateral design, motion design.
Other Roles: Tom Silva (art direction), Heather Doucette and Dmytro Podolianchuk (collateral and layouts), Jessica Lawheed (motion design), Michael Lahey (video editing).
design EXPLORATIONCelebrating 40 Years of Excellence in Building Enclosure Consulting
The IIBEC International Convention and Trade Show, hosted annually since 1999, provides educational opportunities, fosters networking, showcases innovative building enclosure technologies, and acknowledges industry excellence through awards. Attracting around 1,800 professionals each year, including consultants, architects, engineers, contractors, and product manufacturers, the 2023 event celebrated IIBEC's 40th anniversary. The design aimed to capture the rich history, professionalism, and spirit of innovation in the building enclosure consulting industry. The visual identity, characterized by clean lines and a sophisticated color palette, was created to convey professionalism, industry expertise, and a forward-looking vision, resonating with attending professionals and reflecting IIBEC's journey over four decades.
Concept 1: Focus on Enclosures
This concept emphasizes the central role of enclosures (exterior walls) in building design and construction. The interplay of shapes in these minimalist illustrations compels the viewer to perceive the completeness of the structures through subtle yet powerful visual cues. The purple color derives from the building information models (BIMs) color scheme and reflects modern construction industry practices. Overall, this concept underscores the enduring significance of building enclosures and their pivotal role as catalysts for innovation in building design and construction.
Keywords:
Enclosures, negative space, BIMs, precision, perspective
Concept 2: Structural Convergence
This concept represents a network of ideas and innovations that bridge IIBEC’s rich history and future. It features abstract, interconnected cubes set against a vibrant background, with a dimension of isometric text overlaying the composition. The use of isometry, a technique historically employed for creating precise technical drawings, symbolizes learning from past practices. The interconnected cubes illustrate a continuous network of evolving ideas. This concept visually conveys the historical foundation and the forward-thinking vision of building enclosure consulting.
Keywords:
isometry, interconnectedness, continuity, innovation, vibrant colors, 3d elements
Concept 3. Building Legacies
This concept symbolizes the heritage and adaptability of the building enclosure industry through an abstract collage of architectural photographs and geometric shapes. It features buildings from different eras and styles, reflecting the industry’s rich history and ongoing evolution. Geometric shapes reinforce themes of innovation and modernization. Overall, the concept captures how the legacy of building enclosures has incorporated new technologies.
Keywords:
abstract, collage, geometric, evolution, continuity.
Concept 4: Future Foundations
This design combines traditional hand-drawn plans, concept sketches, and diazo prints with a modern aesthetic. Isometric illustrations of a stylized cityscape evoke older hand-drawn architectural plans, with crisp lines symbolizing precision and foresight in design. This concept embodies the convention’s theme of celebrating IIBEC’s rich history and forward-thinking spirit by highlighting how foundational practices inspire innovative solutions.
Keywords:
isometric, cityscape, diazo print, modern, precision, tradition, innovation
solutionDiazo to Digital: The Evolution of Building Enclosure Design
Based on the fourth concept, the final design solution for the Convention embodies the theme of honoring IIBEC's history while embracing the future. The design utilizes an off-white and bright blue color palette inspired by diazo printing, an early 20th-century technology used to copy architectural drawings. The condensed bold fonts convey a bold vision for the future. Isometric illustrations of buildings and the construction process symbolize the intersection of tradition and innovation. The cohesive visual identity of this design reflects both the industry's rich past and the forward-thinking themes of the conference.
Visual Identity for 2023 IIBEC International Convention & Trade Show: a Versatile Design with Enduring Potential
The design for the Convention exemplifies a versatile and cohesive visual identity that celebrates the rich history of IIBEC while embracing future innovations. The event's adaptable logotype composition and striking color palette create a sharp look for this year's event, translating seamlessly across both print and web. The design is also well-suited for integration into motion graphics and animation, offering abundant creative opportunities for dynamic digital presentations. Moreover, it lays a strong foundation for a cohesive visual identity that can be adapted and refreshed for future events, ensuring the conference maintains a consistent brand presence over time.
Arissa Cooper, Manager of Marketing and Sales at IIBEC
