The SEGD (Society for Experiential Graphic Design) is a multidisciplinary community of graphic and exhibition designers, architects, media developers, creative technologists, and fabricators, who create content-rich and compelling experiences for a wide range of environments that connect people to place. 

In August 2023, the group celebrated its 50th anniversary at its annual conference in Washington, DC. Pentagram’s Michael Gericke and team developed the visual identity for the conference and anniversary. The team also designed an identity program for the SEGD that was launched at the conference, encompassing a new symbol, wordmark, signature color palette, website, and a graphic system for social media and publications.

The program included creating a distilled and defining message — “Designers of Experiences” — that is used through all communication materials.

Since its inception in 1973, the SEGD has been a leader and advocate in the development and recognition of human-centered design in the built environment. The society is international, spanning 46 chapters in seven regions and 10 countries throughout the world. This diverse membership shares a common motivation: to make the built environment more inclusive and intuitive, emotive and engaging, sustainable and shared. 

This welcoming spirit extends to the new identity, which uses bold shapes and bright color to create an engaging presence. The symbol updates the SEGD mark previously designed by Pentagram, which utilized two-dimensional graphic forms to represent the group’s work in three-dimensional environments. The new symbol integrates a vivid spectrum of color to reflect the society’s growing focus on experiential design.