Creating a fresh brand for a 200+ year old monument.
Client
Mount Vernon Place Conservancy
Scope
Logo design
Brand identity
Identity development
Print collateral
Branded environment
Role
Concept, design, production
Design Team
Jenny Hoffman, Michelle Ghiotti
Established in 2008, the Mount Vernon Place Conservancy cares for the Washington Monument and the surrounding park squares in Baltimore’s historic Mount Vernon neighborhood. In addition to restoring and protecting the physical space, the Conservancy also hosts several events for locals and visitors to enjoy the beautiful city resource. As a result, MVPC needed an identity that could represent both the iconic landmark and its most popular events, like the FlowerMart and Summer in the Squares. We created a flexible brand system that respects the past while embracing MVPC's ever-evolving future.
Work completed at Ashton Design.
Creating the Logo
The Washington Monument is a beloved symbol of Baltimore. The logo reinterprets its form using geometric shapes, which are also informed by the shape of the pillar's surrounding parks.
Building a Flexible Brand
Beyond the logo, we developed a complete system to better convey the Conservancy's active presence in the community. The typography uses Bianco Serif, whose strong geometric serifs complement the mark and help bridge MVPC's historic and modern identities. The color palette draws inspiration from the monument's current patina, iron fence, and surrounding greenery. Historical photos are incorporated where appropriate to underscore the significance of the space.
Shaping the Future
The brand system also supports an extended color palette and unique typographic style to allow the organization to create identities for each of its branded events. For instance, Flower Mart—Baltimore's oldest ongoing festival with live music, flower vendors, artisans, and (of course) lemon sticks—combines a floral mauve with historical imagery to create an inviting spring feel. The same approach is true for each event, which shares the same design style but enjoys its own accent color.
