Saskatchewan Interactive Media Association's (SIMA) goal was to have it feel timeless, official and established.

When one creates a visual identity that is going to represent an industry which works with cutting edge technologies, there is a real danger of creating an image which is trendy and therefore, dates easily...and this is exactly what happened with their previous logo.
SIMA represents people and business in a number of different digital media fields including animation, fine arts, designers, developers, programmers, and many others. The commonalities between ALL these fields are very few. Two that I identified are "people" and "technology".

To depict people, their ideas, and their creativity, I used a grey circle which represents a brain. To suggest the technology side of the fields, I used a white square. this represents a pixel. By stacking these two shapes, we get an interesting glowing effect, even when the logo is printed. The fact that this spectrum of fields uses a industries of a wide, colourful spectrum of technology is illustrated in the uppercase "I" which is created using a number of colourful rectangles.

The result is a logo which met all the requirements and was enthusiastically received by the client.