brand strategy
typography
RenaissanceBC is a festival that promises an escape from mundane modern life into an exciting, nostalgic, and historical (sometimes fantastical) experience. I designed this brandmark and hand-lettered logotype to convey a festive, whimsical, and artisanal experience.
1. Transform the logo to something versatile and modern, yet still emblematic of the old renaissance era.
2. Create a brand that blends historical aesthetics with modern marketing strategies
3. Design a brand strategy that creates a sense of festivity, whimsy, and highlights the fashion, customs, and craftsmanship of the english renaissance.
1
The shape of the crest in the mark speaks to the era the festival is recreating. The rising sun draws its inspiration from the BC flag, as well as the concept of an era being “reborn”; a new beginning.
The name Renaissance BC was specifically chosen to communicate a sense of time and place. We naturally associate the acronym “BC” with times past, as it also references the time period “Before Christ.”
2
3
The custom script typography adds a hand-crafted touch to honour the many vendors/artisans that are keeping their ancient crafts alive. It also demonstrates the transition from Blackletter script to more loose, handwritten script, a transition that took place during the Renaissance era.
I went through numerous iterations of the custom script and logomark to create something that felt like one unified mark. I received valuable critiques from peers, my instructor, and industry professionals.
This project taught me the importance of defining a strong brand narrative. Questions I asked myself throughout the project were “who is this for?” “how do I want to make them feel?” “what is the essence of the festival?” “how can I communicate the value of this experience with just a logo?” With well defined answers to all these questions, I was able to create a brand with a consistent visual identity.
