Config 2025: The evolution of brand identities (GM & Perplexity AI) | Figma

Config 2025: Figma's conference for people who build products

Join Mike Abbink, Phi Hoang, and Ryan Putnam for a conversation on evolving brand identities, moderated by Figma's Creative Director, Damien Correll. The discussion will explore the similarities and differences between building brand identities in the past and the unique challenges of doing so in 2025, as AI and new technologies reshape the industry. Drawing from Mike’s extensive experience at MoMA, IBM, and GM, as well as Perplexity’s fresh perspective from designing and building brand teams at Flexa, Facebook, and more, this talk will examine how the brand landscape has changed, highlighting both enduring principles and exciting new directions shaping the future of branding.

Featuring: Mike Abbink, Executive Director of Design, Craft, GM & Phi Hoang, Brand Experience Designer, Perplexity AI & Ryan Putnam, Brand Designer, Perplexity AI & Damien Correll, Creative Director, Figma