World Fair Logo Design
USA Pavilion 2020
An international design competition on 99designs — designers from around the world, one brief: create the identity for a World Fair pavilion. This is the entry that was selected.
Design the official identity for a World Fair pavilion representing the USA on the global stage.
The mark had to represent a national presence while communicating to a multilingual, multinational audience simultaneously — across cultures and visual traditions with almost nothing in common.
It had to work at 1cm on a conference badge and at 30 metres on exhibition signage. No cultural shorthand, no decorative additions — every decision on merit alone.
Sketches, concepts, and the directions that didn't make it
Initial Sketches & Concept Exploration
Concept Direction 01 — Geometric Symbol
Concept Direction 02 — Alternate Approach
Rejected Explorations
One resolved idea, fully executed
Symbol
A clean geometric mark built for authority and global readability. No cultural markers — proportioned to communicate across visual traditions.
Typography
Add font name — a modern sans-serif paired to match the weight of the symbol. Letter-spacing calibrated until the lockup holds as a single unit.
Colour
Add colour details — the palette chosen reflects the scale and authority of the brief, working across print, signage, and digital at every size.
Colour, typography & usage
Colour Palette
Primary Blue
Add hex value
Accent Red
Add hex value
Neutral
Add hex value
Typography
Primary Typeface
Add font name
Logo Usage
The logo in real life
How the mark holds up on event banners, conference badges, signage, and digital formats.
Mockup to be added
Mockup to be added
Mockup to be added
Mockup to be added
An international competition.
One winning identity.
Out of 57 concepts from 8 talented designers worldwide,
this identity was selected as the winning entry.
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