BRIEF
For this project, the task was to rebrand an existing nonprofit and have a full brand book as a result. I chose to rebrand the art organization Arts in The Loop based in Rochester, N.Y. I was drawn to it because it’s a community effort focused on reviving the Main Street of Rochester.
MY TAKE
The target audience for Arts in The Loop are Rochesterians and visitors across all ages. Since the organization has such a wide audience, I decided to take the rebrand in a more youthful direction that wouldn’t exclude older audiences.
I started by changing the name to Roc’N Arts, which is more indicative of the organization’s purpose. The logo is playful and dynamic, symbolic of creativity and artistry. Its main shape is an R, for Rochester, made to resemble a French horn. The winding path also represents the streets of Rochester where Roc’N Arts will organize events. The brand’s tagline is “Where art moves”. It signifies the ever-changing art scene of Rochester, which people move through and will spur the city’s economy.
When ideating for the logo, I went through many ideas. I went back and forth on what I thought would best represent the organization and the city of Rochester. The nonprofit uplifts artists and the city’s culture so I wanted a logo that would allude to both of those aspects. Centering my ideas around those details, and after much effort and sketching, is how I landed on the current logo. Once I settled on the logo, I had to figure out what colors would be a good fit for the organization. I went through many iterations until I paired up a blue similar to Rochester’s iconic blue with other vibrant colors. The chosen colors are youthful but still timeless, and, thus, also appealing to adults. The rest of the graphics and image applications were based off of the main logo icon; I utilized its winding path and curves. I was looking to convey artistry and creativity through outside-the-box image treatments. All the designs are playful, modern, and inviting.
MOODBOARD
SKETCHES
TYPE & COLOR CHOICES
MOCK-UPS
