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Brand Identity Design
WeAreWaterloo
Brief
WeAreWaterloo is a Business Improvement District (BID) that empowers local businesses, enhances the Waterloo area and elevates visitor experience. They would like to refresh their identity to reflect their quirky, authentic, and tenacious personality.
Response
Waterloo is home to a diverse community of innovators, disruptors and free thinkers. To reflect this diversity, I created a modular logo that can be stretched and stacked into a myriad of configurations.
I extrapolated this concept to the wider identity, designing a modular kit of parts that can be brought together to create dynamic compositions, reflecting the vibrant community through bold type, bright colours, and playful iconography.
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