Downtown Duluth Arts Walk
2020
Final Primary
Original Primary Mark
The Downtown Duluth Arts Walk is an event that takes place seasonally, four times a year, to celebrate the art that is centered around downtown Duluth, Minnesota. It highlights Duluth’s community of music, dancing, ceramics, digital media, and much more.
The original logo (pictured left) became an important symbol for the arts walk, but it no longer served the needs of the organization since it wasn’t digital. An important part of the new identity was to highlight artists that are associated with the arts walk without talking away the symbolism that became so strongly associated with the brand like the streetlamp or the downtown skyline.
Sketches
Type Exploration
While looking for a typeface, it was important to be able to display imagery of the Downtown Duluth Arts Walk. The typeface qualities include bold and large letters that imagery in them. It should also be able to stack in a variety of ways depending on what is needed for the application.
After choosing the primary typeface, it was important for the secondary typeface to be as strong as the primary as well as serve as body copy for other possible brand applications.
Digital Versions
Typeface
Fira Sans
Chuck
2020 Poster
There was a focus on the new logo and branding for the poster as a way to introduce the logo to the community. This version of the logo contains the use of the streetlamp is a nod to the previous logo as well as a way to communicate that this is still the Downtown Duluth Arts Walk.
Black and white were kept for the colors to continue the modern feeling that the logo gives as well as keep the focus of the design and information.
2020 Rack Card
The rack card wanted to show the continuity from the poster with the simple and modern look. The layout was adjusted to fit the dimensions rack of the card.
The back of the card contained a collage of art that was collected from previous arts walks as a way to show what an attendee might see. The back is also emulating collages that appear on the Downtown Duluth Arts Walk website.
