“I am a design and technology event company that inspires, educates and challenges digital creators,” tweets Lindsay Munro on behalf of FITC, where she works as manager of conversation. The descriptive phrase tells the story of FITC – Future, Innovation, Technology, Creativity – which launched its re-branding with a new logo and new words behind its acronym, Thursday.
The Toronto-based organization is an event and networking organization that aims to bring together professionals and students in creative digital technology from all over the world. FITC conferences take place in locales as diverse as Toronto and Tokyo, and cover topics relating to interactive design.
FITC started out in 2002 as a Canadian Flash development conference known as Flash in the Can. That focus has now expanded to include more tech platforms, development and digital culture.
The rebranding is tended to reflect the broader vision of the current FITC organization, said Monroe. “We wanted to maintain the four letters as part of the brand because they’re well-known by the community in which we operate, but with this new take on them, they’re now more meaningful.
“The four new words… evolved out of discussions with event attendees, staff and supporters. They came out very strong across the board,” she continued.
The new circular logo is a clean, updated take on the brand, featuring stylized lettering against a bold red background. “We wanted to create a logo that was really fun and that would be suitable for a variety of print materials, and we’ve achieved our goal,” Munro said.
Nova Scotia designer James White oversaw the creative rebranding after having attended numerous FITC events over the years.
In conjunction with the re-branding exercise, FITC last week ran a contest on Twitter, quizzing people on what words they would use to describe the acronym. More than 200 entries were logged.
