I was tasked with creating a logo, conceptualizing a fictional brand that the logo represents, and creating a brand standards guide for that brand. The logo I created is dynamic and reminiscent of city intersections as seen from above, so I conceptualized a neighborhood arts district in a large metropolitan city called The Gallery as my brand. My graphic standards guide illustrates the complete branding guide, including approved illustrations and icons, photographic styles, and typography for this vibrant neighborhood.
The color palette is inspired by the neon lights of a city at night, including vibrant teal and neon pink set against a rich navy. I created graphic illustrations that mimic the curving parallel lines of city streets. The result is youthful, vibrant, and eclectic, conveying all the attributes of a modern metropolitan city.
The graphic standards guide features several examples of brand applications, including billboards and branded merchandise, all of which could serve as advertisement and promotional tools for the neighborhood.
©2020 Danielle Ridolfi