TEDx is an independent conference of ideas organized by cites or universities. Ukraine hosted TEDxNaUKMA on the theme of 'ambiguity', so an identity was needed to link both NaUKMA with TEDx and convey the conference theme. 'Ambiguity' was associated with an abstract, concise form and likened the topic to the phenomenon of graffiti removal—a process by which hiding the old creates new senses.