Brand New Debris Quilt

While you would expect a conference on identity design to sport a half decent logo, the Brand New Conference has gone all out with “The Brand New Debris Quilt”. It mixes Gotham, overlays and patterns, plus an extra vital ingredient

While you would expect a conference on identity design to sport a half decent logo, the Brand New Conference has gone all out with “The Brand New Debris Quilt”. It mixes Gotham, overlays and patterns, plus an extra vital ingredient…

Armin Vit and Bryony Gomez-Palacio (the founders of UnderConsideration which operates Brand New Conference in New York) explain how they came to “the Quilt” on their website alongside new details on the conference schedule for September 7. Massimo Vignelli, Simon Manchipp, Miles Newlyn and a host of other designers are lined up to speak.

The starting point for the identity project, write UC, was a cheeky nod to three of the year’s most frequently used tricks in identity design. First up: “The Gotham trend led us down a path of creating custom geometric letterforms with counterspaces filled in and lots of trendy triangles and circles,” say UC.

Then they worked on incorporating another trend: overlays. “We picked two colours that yielded a nice third one; blue and red to render purple. We didn’t do a true overlay because a) it would be trendy and b) we wanted more control over the color palette, so we just used it as a starting point.”

At the next stage the craziness really kicked in. “The geometric letterforms looked a little lame just like that, not adding anything new,” UC write. “So we established a concentric grid of circles and vertical, horizontal, and diagonal lines to break down each letter.”

But the results were still missing something.

So UC turned to history and identified a few of the most famous logos ever created and honed in on particular elements within them: the Apple stem; the FedEx arrow; the AT&T ampersand etc. From the assembled bits, or “debris”, UC created a series of tight and loose patterns with which to fill the Brand New 2012 identity with.

Other elements used in the quilt include (above) a “2” from the London 2012 Olympic logo, the bowtie from the Playboy mark, and the bowed string from the old UPS identity.

“Each segment of the letterforms has its own colour and pattern, giving it the sense of a pretty crazy quilt,” say UC. “You can see all the letterforms on the splash page of this conference’s website.” Which looks like this.

Full details on the line-up, registration process and ticketing for the Brand New Conference 2012 at


CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here

CR in Print
The June issue of Creative Review features an interview with the editors of new book Pretty Ugly: Visual Rebellion in Graphic Design. Plus a profile on multi-award-winning director Johnny Kelly, a look at the latest techniques in movie marketing, the mission to cross CGI’s Uncanny Valley, a review of the Barbican’s Bauhaus show, logos by artists and much more. Plus, in Monograph this month, we look behind the scenes at the making of an amazing installation for Guinness, carved from solid wood.

Please note, CR is no longer stocked in WH Smith high street stores (although it can still be found in WH Smith travel branches at stations and airports). If you cannot find a copy of CR in your town, your independent newsagent can order it for you or you can search for your nearest stockist here. Alternatively, email Laura McQueen ( or call her on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London - Competitive


London - £35,000 - £40,000


Birmingham - Salary £30-£35k


Leeds, West Yorkshire - £20,000 - 30,000