CHALLENGE: NXTcomm is a trade-only event co-produced by the Telecommunications Industry Association (TIA) and the U.S. Telecom Association (USTelecom) for the entire ecosystem of network-enabled voice, video and data. While NXTcomm premiered in 2007, the event did have a history. Both TIA and USTelecom together produced SUPERCOMM, a well-respected telecommunications industry tradeshow, for several years. With such a strong past, the show needed to make its own mark with a logo distinctively different from other tradeshow branding.

SOLUTION: The NXTcomm logo identity utilized a visual focus on the "X" signifying the technology merging into a central point. The use of a modern color palette and tech-industry type style maintained the futuristic image needed for NXTcomm.