SMIL gets the conversation started
Startup Aarhus
– Visual identity
– Brand design
– Web design
– Art direction
Photography:
Faarehyrden - Startup Aarhus
A word that already contains the idea. SMIL is Aarhus’ startup festival – one day built around conversations, connections and momentum. Founders, investors and people from across the ecosystem come together to move things forward.
The identity begins with the word itself. A logotype and smiley symbol – with eyes derived from Startup Aarhus’ own logo – connect the festival to the community it grew from.
The colour palette is warm and direct: yellow, pink and beige. The typography is sharp. The visual language is loose and flexible, with bubbles, gradients and stickers that can be used by many people – not only designers.
The result is a visual identity and brand design system that works across posters, social media, merchandise and digital touchpoints while still feeling like one coherent whole.
Less keynote. More eye contact. SMIL is designed to shorten the distance between founders, investors and the people building new things – and between an idea and its next step.
A smile with an edge. The smiley borrows its eyes from Startup Aarhus’ own logo. A small detail that makes the festival feel like an extension of the community rather than just another event.
The colours are yellow, pink and beige. Warm enough to feel open. Bold enough not to become pleasant in a boring way.
Gradients, bubbles and small graphic elements allow the identity to move between digital and physical spaces – from stories and slides to posters, signage and tote bags.
Some elements are allowed to make a little noise. Others almost disappear. What matters is that it feels alive.
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Upland Studio ApS
hello@uplandstudio.dk
+45 22 11 28 59