MANILA – As it turns out, the APEC CEO Summit logo is not just a logo.
Havas Media Ortega (HVMO) has created a befitting identity for the upcoming APEC CEO Summit which doesn’t just show the beauty of minimal design but also the often overlooked elegance of data.
With its colorful concentric circles, the logo looks like an infographic because it actually is one, explains Bixie Reyes, Head of Design at HVMO, to adobo. It’s actually a circular graph, with each color on the logo representing one of the 21 APEC member economies.
Creatives at HVMO led by Reyes spent months analyzing data on the member economies to create the graphs which form the arcs on the rings based on various data.
HVMO then translated the facts and figures into bar graphs and painstakingly calculated the right angles to create a circular graph that doesn’t just accurately represent the data but even the actual geographical locations of the APEC member economies on the World Map.
The main logo you see is based on the GDP per capita of the APEC member economies but HVMO uploaded an interactive version of on the official APEC CEO Summit 2015 where the public can modify the logo to show the other data set.
It’s a logo best to be played around with than just seen so here’s the link.
This infographic also inspired the APEC SME Summit logo which shows the bands of colors as rays similar to the sun found on the Philippine flag. Due to data and accuracy constraints, however, HVMO wasn’t able to carry over the infographic execution in this version.
An account won last year, HVMO is handling the two APEC events, which includes all design requirements, events logistics and events management.
Reyes confirmed with adobo that Havas Sports & Entertainment is handling the events side of the project. It was launched this year with a lean team of less than 10 but has been expanded to around 35 for the APEC summits. Talents from Havas Sports & Entertainment in different offices flew into Manila to help HVMO for the task.
Keeping true to HVMO’s promise of creating Meaningful Brands, Bixie said he cannot compromise true stories and data with just beautiful design—but designs that can strike a healthy balance are designs that matter most.
Reyes reflects: “At the end of the day, I am bound by what is true. And it’s up to us designers to beautify it.”
The APEC CEO Summit 2015 will be held at the Makati Shangri-La Hotel from November 16-18 while the APEC SME Summit 2015 will be held at Green Sun on November 17.
