Events add another dimension to our brand identity. They are a unique opportunity to create a lasting impression, but it goes much deeper than how we look. It’s about how we make people feel, from the time they first hear about the event all the way to post-event communications.
Whether it’s Autodesk University, a virtual event, or a trade show, the experiences we create should surprise and delight, educate and inspire. They should provoke conversation and build community. Because that is what Autodesk is all about: supporting and empowering our global community of creators and innovators.
While exhibits and messaging for events may vary depending on audience, region, budget, and other needs, they should all reinforce the Autodesk parent brand. Every asset we create should reflect our brand voice and visual identity and work together to reiterate what we stand for and who we are as a company. From big events to small, physical, virtual or hybrid, here are guidelines on how to create cohesive, thoughtful, and memorable Autodesk experiences.
The following mockups are for inspirational purposes only, and do not represent an actual event. They should serve as a guide for how our brand should look and feel throughout the customer journey of an event.
Pre- and post-event assets
Physical event assets
Digital/virtual event assets
Creating a cohesive event requires a common thread—a creative idea weaved throughout every visual and verbal element of the experience, from the first social post to the website to onsite signage graphics and beyond. Like our new brand, Autodesk needs to show up at events in a bold and distinctive way, and for visual components, our symbol enables us to do just that.
Parts of our symbol—or even its negative space—are a great way to frame our imagery. This treatment creates dynamic layouts and is quite versatile and adaptable, while still adhering to brand guidelines.
The symbol itself can also be used as a standalone graphic. This helps visitors make the visual connection between the full Autodesk logo and image frames. It acts as a powerful visual cue, ensuring that Autodesk gets recognized.
And remember, visuals alone don’t create meaningful connections with our customers. What we say is just as important, so speak with our voice. Make sure what we say and how we say things throughout our events is consistent with our brand narrative and voice guidelines. The reward is clearer communication and a stronger connection to our brand.
Event creative guidance
Dos. Here are some best practices to keep in mind when designing your event assets.
Use different parts of the logo as an image frame treatment across event touch points.
Use black and white evenly.
Use quality images that are still readable when cropped.
Allow generous space for content/text.
Always ensure the symbol and/or full logo are consistently positioned on pages/layouts.
Follow all brand system and voice guidelines.
Dont’s. Here are important things to avoid when designing your event assets.
Crop images in ways that make the subject matter unrecognizable, especially at small sizes.
Crowd layouts or clutter graphics with too many elements or too much text.
Fixed and flexible elements
All Autodesk events should look and feel like they’re from the same company, while allowing individual events to be personalized to the needs of their audience. To achieve this, some design elements need to be treated consistently across events, while others can be customized to each event. We’ve categorized these into two buckets: fixed elements and flexible elements.
The treatment of these elements is persistent and consistent. Visit the brand system section for detailed information about these elements.
Image frame treatment based on symbol
Treatment of event theme or name
These elements are versatile and can be adapted to meet the needs of different events or audiences.
Choice of theme and messaging
Choice of imagery
Use and position of symbol
Placement of image frame treatment
Furniture and materials
Fixed: Autodesk logo
The logo should always be in a consistent and prominent position to effectively signal ownership or endorsement of an event. Further guidance is available in the Logo section.
Use black and/or white, along with accent colors for points of emphasis, interactive elements, or calls-to-action. Further guidance is available in the Color section.
If framing an image based on our symbol, shapes should be derived only from the Autodesk symbol and no other.
Fixed: Treatment of event name or theme
A consistent approach to event names and/or themes is necessary to achieve a sense of familiarity between events. Additional guidance is available in the name/theme section.
Flexible: Choice of imagery
Imagery needs vary per event: some events may use a single image across touch points, while others require more. Whichever the case, the imagery selected should be high quality and licensed to Autodesk. Further guidance is available in the brand imagery section.
Depending on the event’s focus or the content and/or imagery used, black may work better than white, or vice versa. Whichever you lead with, make sure you balance both colors across touch points. Note, however, that a white background is more suitable for components with heavy content.
Flexible: Use and position of symbol
The symbol itself can be used as a standalone graphic as long as the full logo is in visual proximity.
Flexible: Placement of image frame treatment
Choose frames that best fit your content requirements and show off the imagery. Vary how you use them across touch points to avoid overuse of the same frame treatment.
Flexible: Furniture and materials
Furniture or booth components sourced for an event should work together to exude beauty, quality, and promote our point-of-view as the leading design and make company. Be consistent with color and materials and choose the most sustainable options whenever possible. Try to incorporate materials that convey generative design, 3D printing, or other methods that help our customers create things.
Treatment of event names or themes
A consistent approach to name/theme treatments helps achieve a sense of familiarity between events. The goal is not sameness, but a persistent tone and treatment of messaging. The following guidance helps establish ways to cohesively communicate Autodesk’s purpose at events.
Autodesk event name lockup + event theme (primarily for tier one events – with brand approval)
Autodesk logo + event name (no lockup)
Autodesk logo + event theme (no lockup)
Autodesk logo + event name + theme (no lockup)
AVOID: Autodesk logo + fanciful stylized event name + theme / lockups
Avoid unique stylized treatments of event names or themes.
Unless sanctioned by Brand, do not lock up the Autodesk logo with event names.
Imagery for events
Selecting compelling imagery for your event is a crucial step in capturing your audience’s attention at every step of their journey. But what type of imagery works best?
Focus on impact. A strong image reinforces a strong message in a way that humanizes our brand, communicates what Autodesk’s stand for, and clarifies our offering. Visit the Brand Imagery section for more details. The following examples also showcase great imagery for parent-level, cross-industry, industry, and product-related events.
Best practices and considerations for images at events
If a single image does not clearly convey your event theme or industry, work with a combination of complementary images.
The image you select should match the frame treatment you use in your layout. If the point of interest in the image gets cropped out, choose a different image or frame treatment.
Make sure your preferred imagery is available at high resolution and looks just as good at billboard size as it does on a mobile phone.
Always ensure images are properly licensed for use by Autodesk. If image credits are required, apply them consistently.
Images for a parent level/cross-industry event
Look for imagery that tells our story and represents what Autodesk stands for. Imagery with people or showing people at work tends to be more impactful and relatable.
Images for an industry event
For industry events, contextual imagery depicting a specific industry or photographs showing professionals in that industry are effective.
Images for a product event
For product events, avoid using product icons or branding that could compete with the Autodesk logo. Instead, feature rich and compelling images about the product, images of customer projects, or of the customers themselves.
Sustainable event practices
At Autodesk, we believe in leading with positive impact in everything we do. We are a Net Zero Carbon company and are committed to sustainable practices across our business operations. This includes minimizing our environmental impact everywhere we can, including our events.