RSA 2007 Conference
Project Description: RSA is the premier provider of security solutions for business acceleration. As the chosen security partner of more than 90 percent of the Fortune 500, RSA helps the world’s leading organizations succeed by solving their most complex and sensitive security challenges. Rossul Design won a tender for the best approach to RSA 2007 Conference that was dedicated to Leon Baptist Alberti – the inventor of the first cipher wheel.
The Challenge
How do you reconcile the obvious aesthetic opposites of the Italian Renaissance and the modern-day high-tech sector and have it make sense? That was the rather mammoth design problem facing Rossul Design.
The Plan
With a mandate to design a wide variety of collaterals for the conference (Web, brochures, signage), our approach was anchored in paying homage to Alberti and graphically reflecting the great scientific, cultural and artistic advancement and transformation – developments that still echo in today’s modern times.
The Design
As with many of our projects, extensive research was at the core of this design. We used Alberti’s polyalphabetic cipher as a reoccurring motif, and matched it with his image and design elements typical of the Renaissance period.
The Result
The final result was a coherent array of collaterals, that had a uniquely Renaissance feel and yet demonstrated the innovation of cryptography. The RSA Conference committee was so impressed with the design, that Rossul Design was commissioned to create the design for the 2008 RSA Conference.
Image research
The only statue of Leon Baptist Alberti is in Courtyard of the Uffizi Gallery, Florence. We had to conduct extensive research to find an image with appropriate copyright and just stopped shy of sending our photographer to Florence to take a picture!
Italian Renaissance Colour Palette
Rossul Design searched various sources that allowed us to bring the flavour of Renaissance into modern world. We developed a color palette based on the various art pieces of that time.
Inspired Fonts
Using Leon Alberti manuscripts as inspiration, we found a font that closely matched the ones used in the historical manuscript. As well, we incorporated a few other fonts, such as Ridolfi, that are inspired by documents of Italian Renaissance.
Carefully Selected Elements
We sifted went through hundreds of visual elements that could be used selecting only those that let us perfectly represent our idea.