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arts and culture

rebranding: logo and marketing materials 

Deer Path Art League

One of the most exciting challenges was the branding of the Deer Path Art League and its annual “Art Fair on the Square” to convey the League’s mission as well as attract and entice attendees and artists each year to the Fair. The Art Fair branding needed to be consistent and cohesive enough to reflect the League’s mission but versatile and flexible enough to show intriguing reasons to attend the Art Fair each new season.

Previously, an original identity system did not exist. Marketing materials looked different from year to year. An identity system would make the League’s unique mission and event immediately recognizable. Still incorporating the deer hoof print image they wanted to maintain, a simple and stylized hoof print that was easily adaptable to different mediums was created. Placing their logo in a square field contributed to strengthening its visual while also supporting the "Art Fair on the Square" (Market Square, Lake Forest) relationship. They wanted to appeal to a younger audience and feel more modern. The communication identity developed allowed staff to produce program promotional materials in-house and lower budgets. The program consisted of print ads, program books, t-shirts and signage, for the annual Deer Path Art League Art Fair. The ads were published in local magazines as well as the Chicago Tribune and Pioneer Press. The Deer Path Art League, developed in 1954, is a not-for-profit organization located in the heart of Lake Forest, Illinois. The mission of the Deer Path Art League is to spark, nurture and enhance creativity and promote community interest in the visual arts.

Logo Development


Branding Guidelines for DPAL and Art Fair

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Sample Flyer


1/3 Page Ad

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Lake Forest Vehicle Sticker

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Art Fair on the Square

Marketing Poster

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Progam Guide Cover


Marketing Post Card


Volunteer T-Shirt

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Digital Banner Ad

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