Make a boring event fun and educational and important

MDTX

Medical Device Technology Exchange

MDTX is the fun and educational event for medical device executives who design, develop, manufacture, and commercialize medical devices. Join us to laugh, learn, and network. Come in jeans, eat ice cream, enjoy movie clips between sessions, and fun music during the breaks, meals, and while you walk the exhibition floor.

This is a medical device conference for professionals who do medical device design, development, manufacturing, and commercialization.

Every conference in the industry is buttoned-up. Everyone has to put on their "serious" and "smart" face.

We're doing it completely differently. You have to wear jeans. We have an ice cream sundae bar. There will be big-screen TVs. Games like cornhole over networking breaks. Warmth, family, easy conversations and introductions. This is foreign to the industry to have that kind of relaxed atmosphere.

Having said this, the logo has to be respectable. If we put the logo alone on someone ELSE's site (without context), it can't look as though the event should be in comic sans. There can be a note of whimsy but that's about it.

This logo will just be about the four letters, MDTX. Perhaps you can add an element of whimsy. Perhaps even an ice cream cone (but I'm not looking for every designer to try to incorporate an ice cream cone; it's just a one idea I had to convey "this one is different.")

Here is the "welcome letter" from me (the funny one) and the big company boss (the straight one).
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Medical device folks, you know we love you, right?

But let’s be honest: Our typical association meetings, trade shows, exhibition halls, and conferences aren’t exactly fun.

We decided to create something you want to attend instead of have to attend.

I do my best thinking when I’m relaxed. You probably do too. So if you design, develop, manufacture, or commercialize medical devices, come for:

What you need...
Relevant presentations
Timely, comprehensive workshops
Networking over food and drinks
Exhibitors who can boost your productivity

...With touches like these
An invitation (requirement?) to wear jeans
Movie clips, music between sessions
Introductions to people you want to meet
Our famous make-your-own sundae bar

Furthermore, if we do it right (we will), this will be more than a “three-day event.” It will be your first time joining a 10x alumni network of hundreds with whom you can connect. I’m happy to make those introductions personally.

So check out the agenda, speakers, and plan to join us in San Diego, October 2-4.

I look forward to meeting you in person and serving you. Thanks for reading!

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Joe’s the writer between us but let me add this.

When I attended Joe’s fifth annual 10x Medical Device Conference, I felt the positive energy in the room. Yes, we learned from the speakers, but Joe’s “drop the pretenses” style brought out our problem-solving creativity.

I loved it, and got my company, Informa, a $1.6-billion company in the exhibition world (we run Arab Health), to back the MDTX concept. We start with Joe’s successful 10x conference, then focus on product execution, and add a full exhibition floor with vendors
and suppliers to help you economically and efficiently hit your objectives.

Come to our event. We won’t disappoint. See you in October!

The secondary color for "MDTX West" is #00AABC
The secondary color for "MDTX East" is #F28824

BUT NEVER BOTH.

**We need the word West to appear for teal and the word East to appear for orange but I expect MDTX in a different color, probably gray.

You could also accent the MDTX part with the teal (West) or orange (East) as was done in the current red-white-black logo attached.

IMPORTANT: The show happens two times per year. The one in the spring happens near New York. We call that MDTX East. The secondary color for East is #F28824.

The second one in the fall happens near San Diego (West Coast of America). We call that MDTX West. The secondary color for West is #00AABC.

The three files are this:
First, the orange brochure is one I had made. It captures the fun but uses the old logo I do not want to use anymore.

Second is the old logo by itself. We want to change it because we do not think it reflects the character of the brand. We wear jeans. We celebrate the ice cream break. And we can still talk about serious matters about medical devices, making them better, doing it better, smarter, faster. But that doesn't mean we need to be serious all of the time.

Third is the poster for MDTX West that uses the #00AABC color. It is too serious and I don't want anything like it again.

The words "Medical Device Technology Exchange" are not mandatory but perhaps one of your versions could have those words directly under the MDTX letters.

Your logo would:
• go in the top right hand corner of the brochure
• look great in reversed-out white
• have a treatment suitable to stand alone on a white background (for when we make banner ads).

Note: We will never put this logo on a wall; it's not the name of a company; so we don't need to see how the lettering would look in that manner.