BRANDING & DESIGN • MARKETING STRATEGY • CORPORATE TRAININGS
The Arcade re-development stands as one of the most high profile Dayton development projects to take shape downtown in recent memory. Few Dayton, OH buildings are more loved and iconic than the Arcade with its gorgeous glass rotunda. However, it also comes with some historical baggage. Our goal was to develop a brand mark, brand strategy, and verbal strategy that acknowledged the Arcade’s deep roots, but made clear that this new Arcade is very different than the Arcade that the public remembers from decades ago.
LOGO DESIGN & BRANDING
Having acquired the buildings surrounding the historic Arcade, this new development will be larger and occupy far more space than it did in the past. It is now so much more than just the iconic rotunda, so it was decided early on to explore other facets of the building in their branding. The structure is incredibly beautiful and ornate throughout and spans several distinctive periods of architecture and design. The inspiration was endless. Our logo draws from the peaked facade on 3rd Street that is a part of the Arcade’s original 1904 Flemish design. Modern, elegant, and refined with a distinctive icon, The Arcade brand mark is imbued with multiple layers of symbolism and meaning. Our tagline “History Made Here” calls to the past while simultaneously indicating the best is yet to come. Truth in branding has never been easier.