EVOLVING
A LOCAL BRAND.
The starting point was to update a local brand’s presentation while retaining elements of its identity.
My contribution
I worked on the evolution of the mark, typography and visual system applications.
Design decisions.
Preserve references
Keep the red color and the bird associated with the city’s name as points of continuity.
Simplify the form
Develop a symbol that can work across different sizes and formats.
Organize applications
Apply a consistent visual language across communication materials.
The design on screen.
Delivery and scope.
The case brings together the updated identity and its visual applications.
Validation and scope
Continuity of recognition was a project goal; I do not have brand measurements demonstrating that outcome.