The company Linden 3L specializes in the realization of sophisticated projects and events. I designed a branding concept for their latest event “Startup Days”, which was then produced and adapted annually by Linden 3L's internal design team.

Snapshot of the logo design process.

Linden CEO Dominik Isler spoke the memorable sentence:

“At the Startup Days, we want to bring together all the stakeholders that are needed, entrepreneurs as well as people from politics, the media and investors. If one group is missing, the whole thing won't work.”

This idea of stakeholders who come from completely different worlds but want the same thing became the basic idea of the logo for me. A gathering of people who, at first glance, somehow don't want to fit together, but who come together as a whole in order to move forward.

Visually, I represented this idea with geometric set pieces that come together in a playful way.

As the concept was the main focus of this project and I was hired as the concept/lead designer and later had nothing to do with the production, I wrote a design manual for the internal design team.

It was important to me to write this as openly as possible so that the internal team had a certain framework, but at the same time was free to find its own design language.

With projects such as an annual event, you never know exactly where the journey will take you in the future, so you need to be open to change. A restrictive design manual that defines everything down to the last detail would be counterproductive.