We at This Is Folly take our Minneapolis pride pretty darn seriously. So we were happy to design the brand for the new Minneapolis Idea eXchange, our town's foray into the landscape of idea festivals a la Aspen Ideas Festival and Chicago Ideas Week. As part of the Minneapolis Downtown Council's 2025 plan, MIX will bring visibility and visitors to Minneapolis for years to come.
The blocky "M" is a nod to our solid flour mills and warehouses, the "i" represents all the creative folks and ideas, and the "x" represents the intersecting of ideas to create something new. The vibrant red and blue "fire and ice" color palette pays homage the Midwestern creative spirit and our crisp cold winters and sparkling blue lakes and rivers.
