10/30/24

GitHub x BUCK: How On Earth Did We Brand The Universe?


A new visual identity for the developer platform's flagship event, GitHub Universe.

[29 October 2024] — BUCK, a leading global creative company, is thrilled to announce its recent collaboration with GitHub to craft an innovative visual design system for GitHub Universe '24, which will take place on 29-30 October.

After teaming up on last year's branding, BUCK was invited back to elevate the visual experience of GitHub's annual flagship event. Themed "The World's Fair of Software," GitHub Universe '24 aims to capture the spirit of innovation of 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 the brands' original design. Working closely with GitHub's design team, we set out to create a visual system that embodies the progressive spirit of the brand and the developer community."
-Ward Graumans, Creative Director at BUCK.

BUCK crafted comprehensive guidelines that blend existing and new brand elements, including shapes, colour palettes, typography, and logos—all influenced by features in code.  And central to their concept are the "Monuments of Progress," an evolution of their previous 2D shape library. These monuments—whether standalone or as hero visuals—embody the brand's key pillars and feature icons, symbols, mascots, and playful insider references unique to GitHub.

“Buck continues to be an incredible partner, bringing taste, craft, story, and incredible attention to detail to everything we do together.”
-Adam Walden, VP of Brand and Corporate Marketing at GitHub

BUCK then brought these monuments to life through animations for GitHub's event assets and online campaign, even extending them into an introductory film that illuminated the event stages. This collaborative effort united GitHub's design studio, event producers, and external partners to craft a comprehensive Universe experience that resonated both online and in person.  

Best of all, this design system continues to live beyond the event, serving as an evergreen toolkit for GitHub's communications moving forward.

Press Kit:

With the event currently taking place, we will expect to have final photography shortly.

Contacts:

BUCK | Annabel Alice, Senior Communications Manager
Email: annabel.alice@buck.co

ABOUT GITHUB

GitHub is the most widely adopted Copilot-powered developer platform to build, scale, and deliver secure software. Over 100 million developers, including more than 90% of the Fortune 100 companies, use GitHub to collaborate and more than 77,000 organizations have adopted GitHub Copilot.

ABOUT BUCK


BUCK is a global creative company that combines design, technology, and storytelling to create compelling experiences for brands. Founded in 2004, BUCK has built a reputation for outstanding craftsmanship and innovation through collaboration with a wide range of clients across the cultural and technology spheres, including Nike, Apple, Netflix, IBM, Airbnb, and Google. Recognized as an industry leader, BUCK’s trophy case includes two Emmys, multiple gold Cannes Lions, Clios, pencils, cubes, and over 200 other awards from the most prestigious competitions in the world. 

BUCK is in Residence, a collective of beautifully curated companies with the shared goal of empowering creative potential.