The first FITC (Flash In The Can) event was held in 2002 as a Flash development conference. That was a decade ago. At that time, IE 6 and Netscape Navigator 7 were the most modern browsers available, “Web 2.0″ held meaning, Macromedia Flash MX was the next big thing, and the iPhone was still 5 years away. The world has changed.
Recognizing that, FITC decided it was high time to enter a new direction in their brand design that better represented the brand it has become.
“FITC has evolved into a brand which is embraced by digital creators around the world for playing host to innovative speakers, who share the latest in technology and the creative things being done with it. We wanted our name to capture that, so we came up with four words which represent what our company and the events we host are about.” – Lindsay Munro on the FITC blog
The four words that the acronym FITC now stands for are:
FUTURE. INNOVATION. TECHNOLOGY. CREATIVITY.
Of course the star of the show is the new logo, below.
The identity was designed by fellow Canadian James White, of Signalnoise. You can read a detailed account of the design process here.
Of course, any time a rebrand is announced, opinions are never in short supply. Some say it looks too much like Leica (What, we can’t use red circles and white type ever again?), others say it shouldn’t be lowercase, and the trolls say “lame”. I for one think James has done a pretty good job on this. The mark is clean, stylish and bold, and meets all the crucial criteria of quality execution. So what do you think? Is this a hit or a miss?
