The Arts League

Logo Design
Brand Identity

Team:
Design & Art Direction: Nick Vicente

Drawing from the past to propel a historic arts organization into the future.

PROJECT INFO

Founded as a collective of artists in 1967, The Arts League now offers a range of adult and children’s programming. Twice Measured was tasked with developing a new brand to support the organization as it reverted back to its original name (The Arts League) from “University City Arts League”. The organization needed to be represented as the established pillar of West Philadelphia that it is, but it also needed to remain approachable and playful. We landed on a look rooted in the organization’s mid-century roots — warm colors and geometric forms that feel as if they’ve been there from the beginning.

Killed Direction:
Easel-A

The "Easel-A" was the second presented direction for this assignment. It was well-loved, but The Arts League ultimately decided in-favor of the other direction due to its playfulness and approachable nature.

Killed Direction:
Halftone A

This halftone "A" mark was developed early in the creative process and ironically took the most time and technical ability to get right. Though the intended result was achieved through much trial and error, this direction was ultimately left on the cutting room floor due to its difficult scaling properties and lack of a substantial concept to back it up.