This project was created during the Corporate Identity course taught by Anne Traver at the University of Washington.
Arts Corps is a non-profit organization that works to provide arts education to
children K-12. The organization holds the strong belief that arts education is a
pathway to confidence in all young people and is an essential catalyst to success
The core audience of Arts Corps consists of a mixture of current and potential donors, teachers, and volunteers. At the same time, the organization has to attract the young people and parents who they support. Therefore, the brand needed to strike a good balance between credibility and youthful energy
The identity embodies the empowering attitude of Arts Corps through the voice and tone. Featuring
their photographs and quotes, the students themselves become the stars of the identity,
reminding us of who arts education is impacting.
A mark, matured
While Arts Corps' old logo effectively expressed creativity, it also felt reckless and slightly agitated. Arts Corps offers a variety of programs including those that teach poetry, music, and dancing; however, the logo only spoke to one type of art—paint. I wanted the new logo to feel like an evolution of the original. The new mark is freed from the holding shape, making it more dynamic. The use of a slab serif invokes a sense of reliability and stability. And keeping the concept of pieces of coming together, the terminal of the "r" is broken out as a circle.
In order to inform their brand identity, it was important to understand what makes Arts Corps so special. After studying their past written material and attending an Arts Corps event, I was able to get a sense of their values and personality.
Maintaining, but elevating the color palette
One of the most recognizable traits of the old logo was the yellow and black combination, so it was important to keep that quality in the visual identity. To soften the color palette, the yellow was replaced by a warmer variation and the black was mellowed a bit.