On March 25, the designers at each of Ideo’s 10 international offices put their other projects aside and spent the day thinking about Ideo. The aim was to brainstorm a new identity system--the second time it’s been overhauled since the firm was founded in 1991--and the ideas, which can be viewed on a Tumblr dedicated to the project, took many forms. There were experimental business cards and animated GIFs, handmade crafts and polished mini-movies. One designer envisioned a "biannual cosmic event," in which an "optical obelisk" would project a massive Ideo logo on a nearby building on the days of the vernal and autumnal equinox.
All of the proposals have something to do with Ideo--they reflect its outlook, its ethos, its employees, or its services--but at the same time, they’re all reaching towards something greater, too. And that was the point. The brief the designers received that morning didn’t just ask them to come up with a new identity system for Ideo. It asked them to come up with a new way of thinking about corporate identity altogether.