Spotify Hack Week » Engy Elboreini

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Spotify

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Evergreen & Perennial brand identities for Spotify's famous Hack Week

Hack Week is a yearly event running at Spotiy since 2013. For one week, employees across the business get innovative and run initiatives they’re passionate about, and team up across departments to bring these projects to life. With each year comes a new theme, or call-to-action, that hackers can use as drive for their ideas.

Akin to the MTV logo, the Hack Week logo was designed to be a chameleon: adapting to the nature of each yearly theme. A design system was put in place for a near 10-year-old Hack Week event identity, and a logo revamp brought the 'light bulb moment' into a modern sphere to sit comfortably within the Spotify brand.

"The 2022 theme was Making the Planet Cooler, and Engy produced a suitably cool, dynamic, engaging identity which received bounteous praise from our stakeholders and event attendees."

Nanci Veitch, Program Manager at Spotify R&D

The design system: Evergreen & Perennial

The Evergreen logo is seen outside of yearly events, existing in a neutral Hack Week space and forming the foundational logo blueprint for each Perennial adaptation.

The Perennial logo is the yearly design adaptation that is relective of each new event theme.