Downtown Provo, UT is historic but has been appealing to a newer and hipper crowd. Our assignment was to incorporate the historic feel of downtown with the fresh and contemporary new faces coming to events every first Friday of the month.

Going with the idea that we would like to have a lasting brand that feels contemporary while playing on historically- accurate ideas, we came up with a primary logo that, while it is inspired by historic wood type, feels very modern and bold. To complement the logo, we chose Superclarendon-- a quirky, serif typeface designed in the 1800s -- as a secondary typeface. Our tertiary type, Work Sans -- has personality but is modern, toned-down, and easily readable so as to not distract from the logo and secondary type. The bright, fun color palette feels celebratory and further solidifies the contemporary-spin on the historic.

A brand that emphasizes on the date the Friday will be hosted, as well as an iconic stacked logo that can be recognized every month. This can be rolled out throughout many different applications.