When you’re advertising a tourist destination, it can be easy to pile on the superlatives – the biggest, oldest or best. Going on a slightly different route is One Twenty Three West (123w) from Toronto; the agency has just worked with Seattle Southside’s Regional Tourism Authority on a new identity and tourism campaign. Rather than highlighting just one landmark, 123w chooses to spotlight a sea of smaller, unique attractions, so that every visit to Seattle Southside might look different, depending on the visitor.
Seattle Southside’s three cities – SeaTac, Tukwila and Des Moines – are represented first in a new logo. 123w splits an S form into three interlinking forms of separate colours, with each denoting a different city.
The logo also functions as a framework for further playful typographic explorations, each referencing a different attraction in Seattle Southside. These adaptations allow a range of places to be amplified at the centre of the brand. It’s a playful touch, and we get to see how 123w simplifies a farmers’ market and bowling alley into its simplest parts.
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April 05, 2023 at 06:27PM
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Seattle Southside gets a new lick of paint, shrinking attractions into type - It's Nice That
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