Designing for Social Change

The primary objective of Define Detroit is to invigorate the city of Detroit through a re-branding of the city’s identity. Inspired by the history of the city, the design highlights the majestic properties of the skyline. The ‘DE’ logomark is constructed around the view of buildings if one where to be positioned directly in the heart of the city. The logomark is composed of peices that come together, which remind us of the present communities connecting. The sharp angles are indicative of the strength and resilience of residents. The secondary logo “Define Detroit” has varied weights with the intention of capturing the bold nature of Detroit. A simple and elegant typeface (Avenir) is a reference to the foundation that is currently being built, an identity that is not imposing and open to interpretation by those who call Detroit home. The peices of the primary logomark are used to create various patterns which represent the quality of innovation found within the city. Resourcefulness and creativity have helped this city prevail despite the challenges they have faced. The elements of the past have been recycled to build a new future. Furthermore, the distinct patterns show the range of people that make up the city, each one unique yet sharing a common element: pride for their home. The color pallete samples from the tones of the sky, the waterfront, the nature and the various buildings. The balance of pastel hues and dark shades depict the duality of power and vulnerability found in the city.

Painting