Andy Arts
Rebranding
Branding is not just picking a pretty style and drawing a nice logo. We believe that each element of the company branding should make sense and communicate the right message to the target audience.
Let’s dive into the process of how the rebranding magic happens.
The client, Andy Arts, is an art center in Detroit. Andy Arts aims to make change to the stereotype about Detroit as of highly criminogenic and dangerous city. They also want to show the beauty of the city’s reality to its predominantly African-American population.
Our goal with the rebranding was to help Andy Arts manifests creativity, the value of personal impact, and connecting to the cultural roots. So, we based the whole brand idea on 2 ancient African symbols. The new logo unites “Ananse Ntontan”, symbol for creativity & wisdom, with the “Adinkrahene” which means leadership & greatness.
The next step was choosing sets of main and secondary colors. Our designer took the inspiration from African heritage, coming up with a bright, unique palette.
Of course, the main part of branding is about expressing the philosophy and goals of the company, but the business usage still is highly important.
That is why our designer created a detailed brand book, specifying fonts and how to use (and NOT to use) the new logo. She also created a range of most essential elements based on the clients’s needs:
- social media posts design
- business cards
- pattern design to be used on bags and other items.
In each step of rebranding we held the main goal in mind - to help Andy Arts express their philosophy of empowering the community through creativity and culture, connecting roots and sparking personal impact in a safe space. We hope they will be able to make Detroit a center of arts and beauty.
Skills
Project Numbers
21
Hours spent
3
Versions of logo designed
2
African symbols used
Feedback
"Great designer with consistent communication throughout. She designed a logo which our clients really connect to and went the extra mile making sure we were satisfied with the work."
Joshua Bisset, USA
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