Zerflin

West Park Arts Fest is coming. June 13th, West Fairmount Park, Philadelphia.

This save-the-date card is the first piece using the refreshed brand.
The four-color palette from the new WPAF monogram carries through the whole layout: yellow, orange, and magenta banding connects the white logo block at top to the deep purple details block below. Every line of text is tuned to its own field rather than fighting it.
Mark your calendars. More to come at https://bit.ly/4n4pWto

🔗 https://bit.ly/3OXAM84

Almost two decades of brand equity. The brief was to fix readability, not start over.

The old West Park Arts Fest wordmark had a problem: depending on color and background, some words would come forward and others would drop back. "WEST" and "FEST" kept disappearing.
The solution splits the work in two.
A new WPAF monogram handles all the color play, four bold rounded letterforms in purple, magenta, orange, and yellow sharing contours, the P tucked inside the W's negative space. Below it, "WEST PARK ARTS FEST" in solid purple, evenly tracked, every word the same size.
With the color handled above, the wordmark just has to be readable.
🔗 https://buff.ly/oS2YLK8