Buck’s Eventbrite rebrand embodies the energy of in-person events

International design agency Buck has reimagined the global events platform Eventbrite in a rebrand that welcomes a fresh generation of pundits. Especially in the wake of post-pandemic events, Buck saw it necessary to return the brand’s emphasis to real-life, in-person connection. “As the world becomes increasingly digital,” creative director Liron Eldar says, “the need for real-life shared experiences has never been greater.” From the top down, Buck’s rebrand champions this ambition, channelling the palpable excitement and energy of in-person events into a kinetic, vibrant rebrand – in doing so, transforming the brand’s perception from ticketing service to go-to experience space. “Eventbrite’s refreshed brand is about movement, energy, and emotion,” Liron adds, “we wanted to create a brand system that doesn’t just stand out but actively pulls you in,” achieving as much through its punchy palette, ever-adapting logomark and, chiefly, a renewed emphasis on typography. 

Opting for Klim Foundry’s Founders Grotesk as the hero typeface, Mary Kate Henry, Buck’s design lead, recalls how the grotesque sans serif offered a typeface that is equally as practical as it is personality-driven. “The typeface, along with our typesetting framework, gives room to flex in expression,” Mary Kate says, allowing the typographic application to dance between intimate and expansive. “We loved Founders’ bold presence,” she adds, “although it’s known for its wide range of styles, we used just a few core weights to keep the visual language tight and familiar.” Founders Grotesk’s colourful – and considered – construction acutely complemented its highlighted application, whereby text sits upon duo-tone gradient blocks, offering greater legibility for text on image and a vibrant boost of energy. 

“Using these graphic techniques in a mix-and-match way creates unique expressions for the myriad of contexts and applications it’s seen in,” Mary Kate says, noting how the text highlights are a prime example of the sizeable role colour plays in the rebrand. “The primary palette supports an electrifying spirit of connections and live experiences,” she explains, “we wanted to keep that identifiable Eventbrite orange in the mix, so we dialled up its brightness,” renaming the hue Brite Orange, alongside the brand’s Glow Brite and Extra Brite colours which provide tonal flexibility.  

The rebrand is led by an adaptable monogram – named The Path – encapsulating the variety, versatility and vigour at the core of Eventbrite. “It consists of three interconnected parts that shift at every point to create rhythmic movement,” senior art director Sylvia Witter explains, “and as the mark thickens, it evokes a sense of free-flowing electricity,” contributing a visual momentum to the identity. With the goal of expressing the pure breadth of events across its marketplace, Sylvia details the scope that The Path offers. “We let it become an ever-changing canvas, one that can take on various textures, patterns, illustration styles, or 3D effects,” she ends. “The variety in executions showcases the diversity of both art styles and events hosted around the world.”