This identity project was a lot of fun. The ASSETS 2011 conference is planned to take place in Dundee, Scotland. The logo itself is modeled (in shape) after a European street sign (blue rather than black, to match the color of the Scottish flag). The content of the sign has the conference name, ASSETS 2011, and the Tay Rail Bridge, one of the most distinctive landmarks in Dundee.

I created many variations of this logo to be used in many situations, depending on the print/website/proceedings/etc context. Some versions have the conference location and date, while others has the sign on posts for situations that may need a square logo rather than a more rectangular logo.