How We Shaped the Visual Identity for Config 2025 | Figma Blog (opens in new tab)

Figma’s Brand Studio spent 10 months developing Config 2025’s visual identity for a large, global audience and a wide range of physical and digital formats. The team centered the system on expressive animated glyphs made from basic shapes, creating an identity that could adapt as the event evolved. By combining conceptual flexibility, component-based design, motion, and Figma’s refreshed brand language, they made Config feel tactile, dynamic, and distinctly connected to the spirit of making.

Building a Flexible Visual Concept

• The creative process began with broad exploration rather than fixed moodboards or a narrowly defined style.
• The team focused on a concept that could support varied execution:
  • Social media content
  • Main-stage screens
  • Physical installations
  • Attendee badges and merchandise
  • Spatial experiences
• Creative Director Damien Correll emphasized constraining the concept without constraining execution, allowing the identity to remain adaptable.
• Because event plans and requirements change, the visual system needed “wiggle room” and the ability to evolve over time.

Glyphs as a Language of Making

• The visual identity revolved around animated glyphs built from simple shapes, or primitives.
• Each glyph combined inner and outer elements that interacted with one another.
• Their shifting forms represented:
  • Dynamism
  • Change
  • Adaptability
  • The unpredictable nature of creative work
• Motion allowed a single glyph to trigger ripples and transform an entire composition.
• The concept aligned with Config’s product announcements, including Figma Draw and Figma Sites, which focused on helping users express themselves in new ways.

A Component-Based Toolkit

• The team created a glyph library directly in Figma.
• Glyphs were built as reusable components, making it easy for partners and vendors to:
  • Swap variations
  • Customize compositions
  • Adapt assets to different surfaces
• This approach helped maintain consistency while supporting many applications and production constraints.

Extending Figma’s Refreshed Brand

• Config’s identity built on Figma’s recently updated visual language.
• The team adapted the refreshed:
  • Color palette
  • Typeface, Figma Sans
  • Playful primitive-based design approach
• This connection allowed Config to feel like an extension of Figma’s broader brand while still having its own expressive event personality.

Figma’s approach demonstrates how a strong event identity can combine a clear conceptual foundation with modular, adaptable assets. Designing the system as reusable components—and allowing motion and variation to carry meaning—enabled Config 2025 to remain cohesive across thousands of touchpoints without becoming rigid.