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How do you represent a dynamic, innovative community of young leaders who are shaping the future?
When Forbes brought its flagship Under 30 Summit to Cincinnati for its second of three years in Ohio, it needed a refreshed event identity that could stand out in the marketplace and resonate with a new generation. The creative team was tasked with evolving the visual identity to remain connected to the brand’s core while ensuring it felt vibrant, bold, and modern.
The Forbes Under 30 platform highlights the brightest young minds across industries—entrepreneurs, visionaries, and change-makers who are redefining business and society. These trailblazers, from technology and healthcare to entertainment and social impact, are united by a shared sense of purpose: to innovate and challenge the status quo.
For this year’s event, the design needed to be flexible and scalable, allowing for dynamic compositions across a variety of touchpoints—from in-person signage and wayfinding to social media and marketing materials. The branding had to feel cohesive yet adaptable, unifying the diverse industries and bold, creative energy of the Under 30 community.
We introduced a system that celebrated versatility, from the use of bright, bold color combinations to a library of abstract monograms that symbolize the diversity and complexity of the Under 30 community. The signature headband, a ribbon-like element, was designed to adapt to all formats, helping create consistency across the event’s wide array of materials and presentations.
A custom typeface, Graphik XCond, was selected for its modern, bold look, while category-specific taglines were crafted to further reinforce the event’s focus on each industry, from Healthcare to Sports to Consumer Technology. Every design choice—from typography to iconography to motion—was made with a clear goal in mind: to engage, energize, and connect the audience in a meaningful way.
The result? A refreshed visual identity that cuts through the noise, speaks to the boldness of its audience, and leaves a lasting impact across multiple mediums.
The Forbes Under 30 Summit serves as both a celebration and a gathering for the next generation of innovators to share ideas, inspire others, and shape the future. The design system we created reflects that mission, championing the dynamic energy of the community while celebrating the future leaders of tomorrow.
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Team
Creative Director: Matt Herrmann
Motion + Art Director: Jessica Desmond
Event Designer: Sean Downey
Production, Partner Experience & Strategy: Brett Cohen, Jack Jacobs, Laura Villaraut, Christina Biondi
Production: Ryan Durieux
Event Production: Colortone
Audience Development: Sydney Melin, Mary Margaret Soderquist
Logistics Lead: Menaka Menon
Programming: Jessica Charles
Programming: Jimmy Okuszka
Video: Ivan Clow
Photography: Jamel Toppin
Staying Relevant To A New Generation
Forbes Under 30 is more than just a celebration of young innovators; it’s a platform that brings together the boldest leaders across industries, from tech and healthcare to entertainment and social impact. For this year’s event, our creative direction aimed to refresh the brand’s visual identity while staying true to its vibrant, dynamic spirit. The result is a flexible, bold design system that captures the energy of this diverse community and makes a lasting impact across all touchpoints.
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The Forbes Under 30 Summit gathers young leaders from around the world to connect, learn, and celebrate their achievements. As the event travels to Cincinnati for its second year, the goal was to refresh its visual identity, ensuring it resonated with a new generation of innovators while honoring its legacy.
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A fresh, flexible design system was developed that leverages a versatile color palette and dynamic visual elements. From monograms and category-specific taglines to the signature headband, every component was crafted to work across multiple formats—whether it be large-scale signage, social media graphics, or event merchandise.
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The final branding package delivered a bold and cohesive identity that stood out in a crowded market. It seamlessly integrated all event materials and digital platforms, resulting in a consistent and vibrant expression of the Forbes Under 30 community that was both adaptable and visually captivating.
A Flexible, Fresh Identity
We continuously evaluate the various touchpoints and mediums through which attendees and viewers engage with the branding. The identity system needs to be versatile and scalable, working seamlessly across in-person signage (staging, print, wayfinding, badges, merchandise like tote bags, water bottles, and wristbands), digital platforms, social media, marketing materials, presentations, and public-facing documents.
The goal is to build an arsenal of design elements that can be combined and remixed in multiple ways, offering the flexibility to adapt to different formats while maintaining a cohesive, dynamic brand presence.
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Monogram Library
The monogram library is a collection of abstract symbols designed to evoke imagination rather than serve a purely functional purpose. Much like emotions, these icons can be interpreted in different ways, gaining meaning when paired with text or used in context. They appear throughout the branding system, functioning as backgrounds or containers for imagery and information.
These shapes visually represent the diversity and vibrancy of the Under 30 community. In a marketplace flooded with muted designs, we aimed for the Under 30 Summit branding to stand out with bold, dynamic expressions that reflect the event’s energy. Paired with a generous color palette, the monograms enable endless design possibilities while maintaining a strong, cohesive foundation.
“Every design choice is intentional, from the height of each sign to the colors and elements used. It’s about building a system where every detail resonates with the audience, signaling who’s welcome and what’s to come. This flexible identity system acts as a creative ‘Swiss army knife,’ seamlessly adapting across all touchpoints—from signage and wayfinding to digital platforms and merchandise—ensuring a cohesive, immersive experience at every level.”
