Crafting the Visual Identity for Config 2024 | Figma Blog

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.