mpls downtown council

mpls downtown council, a member-supported business organization focused on creating an extraordinary downtown for Minneapolis, was on the hunt for new swagger.

While a designer at Capsule, a Minneapolis-based branding firm, I was tapped to create an energetic new identity for the group. I developed a strong, memorable mark with implied motion and vibrancy. The energetic color wraps around the center of the mark, highlighting a core within the symbol, a metaphor illustrating the function of the council embracing and energizing downtown. 

The group is composed of highly influential members of the local economy, including Todd Waterbury, an internationally renowned design leader and Chief Creative Officer of Target. It was an honor to work with him to develop a mark and brand that represents the heart and soul of Minneapolis' vibrant downtown.

This mark was featured in Logo Lounge's 2017 Logo Trends. View the article here.