Southwest Performing Arts
Visual Identity | Brand Strategy
Southwest Performing Arts, a high school-based nonprofit performing arts program, needed to evolve their identity and better showcase the unity between their five art departments. As a student team, we developed a brand that focused on the future and growth of the SWPA program. The new brand emphasizes unity, movement, and sound with a five-ring concentric circle reminiscent of rippling waves.
Out of four other groups, our team's work was selected as the new identity of Southwest Performing Arts.
My Team Role: Creating the main logotype, monogram, pattern scheme, and designing print collateral.
Design Team: Noah Zander, Alexander Niece, Chelsea Goetz, and Mary Radford.
Making Ripples in the Community
The ripple symbol represents movement and sound, unity and growth, and the school's connection to water; as the student body is known as the Lakers. The ripple logo is versatile and was used to create their new monogram and patterns for backgrounds.
The sophisticated new brand of Southwest Performing Arts celebrates the fluidity and dynamic creativity coming from these young artists and the positive impact of flowing arts from schools into the community.
Brand Implementation
Below are two examples of how Southwest Performing Arts have created their own material using our visual identity guidelines.
Credit: Southwest Performing Arts Facebook Page
