The Kingston Midtown Arts District seeks to unite, revitalize, and enrich the community through the arts. It builds upon the City’s reputation as an arts-friendly place in which to live, work and play, and the more than 200 artists and arts enterprises already operating in Midtown, to ensure inclusive and equitable community development and economic revitalization for everyone living and working in Midtown.

People are mad about MAD

What is branding anyway? Ditto! Design! Principal Rick Whelan, who developed the brand image for the recently-launched Midtown Arts District, explained the thinking behind MAD’s look. “A brand seeks to create and emphasize positive impressions,” said Whelan. “The process of developing the brand image starts by considering your audiences and how they see you.”

Whelan looked at the expectations of each of the new Arts District’s central audiences. “Businesses want a professional look. Artists respond to creative expression and friendliness appeals to neighborhood residents,” Whelan said. “We developed a brand image that incorporates these impressions to serve as a foundation for branding the Arts District.”  Grey communicates professionalism, while orange generates excitement and creative energy. A simple, clean typeface is welcoming.

A catchy acronym can also be a good tool. People tend to shorten a name, and an acronym shortens it for them in a way that works for the brand. “The overwhelming response has been that people are mad about MAD – it’s memorable, energetic and fun,” said Whelan.

Kingston Times
October 22, 2016

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