WHERE WE STARTED...
The original logo felt a little too uninspired for a business in the art & design industry, and the low-contrast color palette created a lot of usability issues across both the website and print collateral. A secondary color other than another shade of orange was definitely necessary, and a more playful approach to the logo could resonate more with their younger patrons (art camp students) as well as creatives exhibiting at the gallery space.
WHERE WE ENDED UP...
For the logo redesign, I kept it in a typographical style but added the playful exponent element that ties into the way Ann Arbor's resident's typically abbreviate the city's name - "A-two" or "A-squared." I created a brand texture in guache & watercolor, and after some adjustments in Photoshop I arrived at a play on the 3 primary colors - I derived the brand's new color palette off of it. A coral pink to represent primary red, mustard to represent primary yellow, and a deep indigo-purple to represent primary blue.
