The Loft is a 41 year-old well-respected institution with a strong community legacy. It advances the artistic development of writers, fosters a thriving literary community, and inspires a passion for literature.
We teamed up to overhaul their branding. The Loft was looking for a more flexible brand that would resonate with all of their members, both young and old. That's why our solution was to create a logo with custom type that would be truly unique. We paired the new logo with both neutral and bold colors, for when they are looking to be more serious, or more playful.
Other design elements you’ll notice incorporate punctuation and interaction, reflecting the connections we make through writing. You will see these elements represented in patterns used all across their marketing materials, the quarterly newsletters and their web presence.
Scope: Rebrand, Logo Design, Brand Collateral, Patternwork
Youth Newsletter Illustrations by the talented Ellen Schofield.