SEGD European Tour's aim was to expand SEGD’s international community, increase awareness of SEGD, create alliances with European design organisations, and promote cross-disciplinary and cross-cultural exchange. We based the identity on the idea of relative locations of each European city. Each city had a variation of the graphic to promote the event themselves. The 'Educate Connect Inspire' booklet was designed to sit alongside the identity and to be appropriate for independent use long after the tour.