The neighborhood of Venice Beach is known for it's eclectic mix of characters and cultures. This harmonious diversity of styles give the neighborhood a raw passion and captivating energy filled with optimism and celebration. The neighborhood contains an exuberant nature and bohemian aesthetics, being populated by artists, performers, and creative spirits that provide a hub for inspiration and expression.
The final solution for the mark captures all the different styles and creative individuals that are present at Venice Beach. They are represented through the different colors, sizes, and textures of each of the brush strokes. The movement and color of the brush strokes also convey waves, palm trees, and the energy of the boardwalk, while the texture from the brush strokes provide the grungy, bohemian aesthetic of the neighborhood. The typeface chosen, ITC Avant Garde Gothic, provides a balance that prevents from competing with the mark.
