CULTURE & EVENTS

from hill to horizon

Translating the distinctive landscape of Veliko Tarnovo into a contemporary identity for ideas, movement, and possibility. Rooted in the city’s hills and the meanders of the Yantra River, the system connects local geography with mathematical language—moving symbolically from hill to horizon.

challenge

TEDx Veliko Tarnovo needed an identity that could feel unmistakably connected to the city without relying on familiar historical or tourist imagery. The challenge was to create a contemporary visual language that reflected both the character of Veliko Tarnovo and the forward-looking spirit of TEDx.

The identity also needed to support a complete event ecosystem—from campaign communications and speaker presentations to merchandise and spatial applications—while remaining clear, flexible, and recognisable alongside the established TEDx brand.

approach

The concept began with the defining geography of Veliko Tarnovo: its hills and the winding meanders of the Yantra River. These organic forms were translated into mathematical curves, creating a shared visual language between landscape, knowledge, and universal ideas.

Three interconnected waveforms represent the hills of Tsarevets, Trapezitsa, and Sveta Gora. The system extends into a custom wordmark, where selected letterforms rise and flow like hills and horizons, as well as a standalone symbol derived from the same continuous geometry.

The resulting identity combines black and white with TEDx red and a soft horizon violet. Across posters, stage graphics, apparel, and environmental applications, the curves become a flexible graphic device that can frame content, map movement, and connect individual elements into one cohesive experience.

client

TEDxVeliko Tarnovo

industry

Culture & events

scope

Concept Development, Creative Direction, Visual Identity, Custom Lettering, Campaign Design, Event Graphics, Spatial Applications, Merchandise

credits

Desislava Sredkova by Awblak

outcome

The result is a distinctive event identity rooted in Veliko Tarnovo while looking beyond its physical landscape. Rather than illustrating the city literally, the system transforms its geography into an abstract and scalable language of movement, connection, and expanding perspective.

Applied across the event’s communication and physical environment, the identity created a coherent visual experience—from the first campaign posters to the speaker stage. The system gives TEDx Veliko Tarnovo a recognisable local voice while preserving the clarity, energy, and intellectual openness associated with the global TEDx platform.