Following a successful partnership in 2014 – with our award-winning work for TEDxHousesofParliament – Radley Yeldar was asked to create an identity for the 2016 TEDxLondon event. It was being held at the Science Museum. The theme was ingenuity. The speakers were some of the greatest thinkers and innovators of our time. Our work needed to stand out.

An all-encompassing theme

We wanted a single-minded idea that combined ingenuity, science and talking.

We landed on a simple idea by playing on the dual meaning of the word ‘matter’ – in life,
a topic for discussion; in science, particles in the universe.

We treated letters as pieces of matter to express the subject in hand – ‘a matter of time’ ticked like a clock; ‘a matter of gravity’ fell to the bottom of the screen. We developed a series of smart copy lines that reflected relevant items or people, such as ‘No Laughing Matter’ for Al Murray.

A matter of space
A matter of gravity

An ingenious solution

We applied our idea to print materials, animation and stage design. Ultimately, our solution united the many facets of the event with just one word.

The event was a great success – at the Science Museum and beyond. Tickets sold out in minutes. 650 people came to the event. 3,000 watched the live stream. 3 million engaged on social media.

A matter of life and death (c) Paul Clarke

Tom O’Leary, Director of TEDx London, said:

"I am delighted to have Radley Yeldar generously supporting TEDxLondon in such a crucial role. Their creative vision for the event is integral to the success of what we are trying to achieve."

Notebook and pen
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