Through the agency Applied Storytelling I was able to work with Detroit Future City. My objective was to create a logo that will be seen and used by a wide variety of audiences with very different agendas and expectations. It should Align with the general perceptions of Detroit as a city with a strong, hard-working, industrially based,vibrant and resilient character.
Key words: Intelligent, trustworthy, inclusive, approachable, smart, attractive, edgy, cool, innovative, vibrant, urban and real
I initially started with a mood board that consisted of artwork from local artist to work that represented the feel of the city.
I used Johnston ITC as a base because the letter forms possess a bold and industrial feel. The letter forms were slightly adjusted for an overall feeling of vintage and contemporary. Because the name is so long, stacking the words was a hint to the architectural feeling of growth and a celebration of the city's buildings, places and neighborhoods.