Bowie Hearts Maryland, Rebrand RFP
Client
JSC Advertising
Scope
Visual Identity
Logo Design
Motion Design
THE CHALLENGE
Bowie, Maryland, is situated between Baltimore, Maryland and Washington, D.C. JSC Advertising was tasked with creating an RFP to rebrand the town. Bowie, wanted to stand out from other suburbs in the area and update visuals to something that felt more inviting, progressive while demonstrating that it is a family-friendly place just a little bit slower than the city-life.THE SOLUTION
The idea was motivated by the tag "The Best of Both Worlds." A fun, inviting and family-friendly approach was adapted to counter the very federal feel of the old branding. Some of the visual identity assets were created to represent the colors of the two largest tourist areas(D.C. and Baltimore) within close proximity to Bowie, as well as showing who Bowie is between those two areas.The Logo
The wordmark was created to be friendly, inviting and feature a bit of love for Bowie, Maryland. Caliburn Bold is a retro-ish sans serif that professional and inviting.The heart in the middle works as auxilury logo to represent Bowie. The "B" can be used in lockups or on its own to show Bowie some love.The Animation
The logo animation is simple and delightful. It starts with the heart letting the viewer know that Bowie is an instagramble and photo-op town situated outside of each big city.Belair Mansion
The Belair mansion is one of those photo-ops within Bowie and a symbol of its history. It can be used as a secondary logomark and device when representing Bowie.Typography
Color Palette
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