GitHub Universe '24

After teaming up on last year's rebrand, we were asked to jump back in and craft an innovative visual design system for GitHub Universe ’24.

Creative vision

Themed "The World's Fair of Software," the event aims to capture the innovation of other World's Fairs by bringing together the brightest minds in software development.

As the tenth GitHub Universe, the event deserved a look that both celebrates this milestone and pushes the boundaries of their original design.

Working closely with GitHub's design team, we set out to create a visual system that embodies the brand's progressive spirit and the developer community.

Key elements

We developed guidelines that combine our existing brand elements with new ones, including shapes, colors, fonts, and logos—all influenced by features in code.

Central to our concept were the "Monuments of Progress," an evolution of our 2D shape library from last year.

These monuments, whether they’re standalone or hero visuals, embody the brand’s key pillars and feature icons, symbols, mascots, and playful insider winks unique to GitHub.

We brought these monuments to life through animations for GitHub’s event assets and online campaign, and even extended them into an intro film that lit up their event stages.