The Des Moines Arts Festival ® has undergone a year of reassessment by conducting a series of strategic planning initiatives to more cohesively define and depict the character of the festival. As a part of the overall revitalization process, the executive director, Stephen King, felt it was finally time to redesign the festival flagship logo into a mark that visually depicted the overall experience and preserved its continued promise to celebrate the arts in Central Iowa.
To conquer this rebranding task, King chose a core Des Moines Arts Festival ® steering committee of individuals from different associations and diverse backgrounds. Once complete, King then turned to the strategic brand experts at Spindustry to guide them through the process. Howard Tempero, experience strategist at Spindustry, led the creative process that helped the committee align on a purpose, series of guiding principles and, ultimately, a new visual mark that reflects unifying characteristics of the festival.
The final logo is a visual representation of each of the components of The Festival community. Intertwining each of these elements was a hefty mission for Des Moines Art Festival ® board members and Spindustry. “Encapsulating the Des Moines Arts Festival ® as a visual symbol is not an easy task. Wrapping all of that into one image that can be put on a t-shirt is incredibly difficult,” said Larrassa Kabel, Des Moines Arts Festival ® board member and steering committee participant.
Kabel and Tempero unveiled the design at a preview celebration held at the Des Moines Art Center on May 24. In Kabel’s speech prior to the unveiling, she remarked on the final design saying, “It has a wonderful balance between expected and unexpected, and it stands out against the logos of all the other arts festivals.”
The redesigned Des Moines Arts Festival ® logo will debut on materials beginning July 1, 2012, for the promotion of the 2013 Des Moines Art Festival®. To learn more about the Des Moines Arts Festival® visit www.desmoinesartsfestival.org.
Over the past few years, Spindustry has worked with clients like the Des Moines Arts Festival to develop their full branding strategy. To learn more about Spindustry’s digital marketing, web development, web strategy, print marketing and branding expertise, visit www.spindustry.com.