Crafting the Visual Identity for Config 2024 | Figma Blog (opens in new tab)

Figma’s Brand Studio created Config 2024’s visual identity as an immersive extension of the Figma brand. Inspired by the redesigned Figma canvas and Figma Slides, the team developed a flexible, shape-based system that could work across a massive physical and digital conference experience. The result balanced visual variety with practical UX needs for more than 10,000 in-person attendees and a larger virtual audience.

Balancing Form and Function

• The team drew inspiration from switching between different modes of making, such as creating, sharing, and presenting work.
• They developed a visual language centered on shapes that could:
  • Shift and transform
  • Amplify creative ideas
  • Reveal unexpected perspectives
  • Represent collaboration and multiple modes of creation
• Three large physical supergraphics formed the conference’s central installations.
  • Attendees used them as seating, photo backdrops, and meeting points.
• The identity was designed not only for visual impact but also for usability.
  • It supported complex experiences such as registration and navigating popular talks.
  • The system helped guide attendees through the event while maintaining a cohesive look.
• Simple primitive shapes served as the foundation for more complex graphic structures.

Designing at Scale

• Config required a large volume of assets across physical spaces, digital surfaces, signage, merchandise, and other touchpoints.
• The team created a modular system that could remain consistent without becoming repetitive.
• Its core shapes came directly from the Figma toolbar:
  • Rectangle
  • Circle
  • Polygon
• These basic forms reflected the starting point of the design process in Figma and became components of larger supergraphics.
• The team built a reusable component library in Figma to generate variations efficiently.
• Each supergraphic included three variants, allowing shapes to be presented from different angles and creating visual variety across the conference.

Figma’s approach demonstrates how a strong event identity can combine expressive branding with a practical, reusable design system. By treating simple interface primitives as flexible building blocks, the team created a conference experience that could scale across environments while remaining recognizably Figma.