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Arts and Athletics is a non-profit organization that operates after-school programs in New York City public schools. We were asked to develop a new brand identity to reflect the diversity of their programming, and that would speak to parents and kids at the schools in which they operate.
We developed a mark that reflects the multifaceted nature of Arts and Athletics programming, and the playful spirit of an organization focused on nurturing children. The letterforms are constructed from multiple individual elements that together create the logo, and suggest teamwork, creativity, relationships, and community.
The Arts and Athletics organization is thriving in the New York City Public School system. The brand identity has provided the program with an engaging and appropriate language to speak to its target audiences.
Business cards extend the brand language to include customized initials for each person. Letterform detail shows color overlaps and subtle shadows behind the elements. The use of color also allows for differentiation between different schools’ materials within one coherent system.