Design is in the eye of the beholder, and for the annual DesignThinkers conference, its logo and new brand identity takes that literally. The event unveiled an eye-shaped logo that allowed it a myriad of possible iterations – all by re-jigging the shape in the centre of the eye. The logo was designed to span all creative touchpoints – from billboard, to event signage (with the likes of handy arrows pointing the way to the next talk) to the attendee passes (with each person receiving their own unique centre-eye drawing). Guests could also log onto the event app and fill in the eye themselves, while the program guide featured an illusion print, for those willing to stare long enough to see a hidden image.