SHCA: Rebrand
This is a proposal for an identity for South Haven Center for the Arts. South Haven has an artsy vibe and the city uses bright colors on a lot of their signs, so I incorporated this by using bright neon colors to construct the letters. The 3D approach was meant to offer an option for dimensional signage, as well as show all of the different parts of South Haven coming together to make one cohesive whole. This identity is also applicable in a 2D print environment.
I started by reducing letterforms down to the most simplistic shapes they could be while still remaining recongnizable. I felt that it lacked the dimension and depth that the Arts Center portrays, so I started to apply a three dimensional application to the letterforms.
From the lines cutting across the letters to make triangular shapes, I wanted to show the demensionality even more by shading the letterforms.
Although the sketches were okay, I wanted to have a more true to life feeling with shading.
To get this more lifelike feeling, I handcrafted the letters in a 3D form. This took hold and became the actual proposed identity, which would provide possibilities for signage that was dimensional as well as other applications.
