Experience Brampton a new identity developed by Blok promotes the city’s cultural vibrancy
Written by Vanessa Eckstein RGD
Context
Experience Brampton started as an invitation to explore, experience and reimagine the city of Brampton and its relationship to place. As the city continues to grow and evolve in both its size and offerings, it was clear that it needed a more expansive identity that was reflective of the vibrant communities and cultures that live there.
Methodology
This project involved many knowns as well as unknowns. We had previously worked with the Brampton Arts Organization (BOA) to relaunch their identity and through that experience, had the opportunity to discover Brampton and meet many talented people who call it home. Still, as with any project, we had to avoid preconceived assumptions and arrive with an open mind to understand the diverse layers and points of confluence that bring together many different cultures.
The logo itself was inspired by the idea of bending a corner of a page to make note of that which moves us. The logo's structure allows for multiple iterations—working as both a full wordmark and the simplified "XB" depending on the application. We also created a solid and an outline version of the logos to adapt to the expansive variety of events and contexts they had to serve. The colour palette is inspired by the many flavours, textures and rituals within Brampton's diverse communities.
Process
We worked closely with the city and spoke to a wide variety of individuals to ensure that the vision of Brampton that guided our design process was reflective of the richly layered and multifaceted Brampton of today. From here, we created a dynamic and flexible system that was instantly recognizable yet provided the versatility to encompass the wide variety of offerings underneath the “Experience Brampton” umbrella.
Results
Guided by Brampton’s multifaceted nature and continuous transformation, we designed a colourful, energetic and flexible system that gives space for diverse offerings and is reflective of the city’s cultural vibrancy. Versatile and dynamic in both expression and intent, it celebrates the fabric of the city through arts, culture, community, events, sports, food, etc.
Credits
- Creative Director: Vanessa Eckstein RGD
- Sr. Graphic Designer: Christopher Jessop
- Sr. Creative Producer: Crystal Basaez
- Illustrations by Meegan Lim
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