Artscape is a Toronto-based not-for-profit urban development organization that provides creative spaces and community development through arts-based programming. Their newest entity, Artscape Daniels Launchpad, will act as a marketplace of services, resources and opportunities and will house the latest tools, equipment and technology to support creative entrepreneurship. This art and design hub is currently under construction at Daniels Waterfront (Queens Quay and Lower Jarvis St., Toronto) and will be the ideal environment for artists and designers to fully explore and realize their potential. Entro created the brand identity and guidelines for this breakthrough space.
Artscape Daniels Launchpad is named in recognition of the exceptional financial support of The Daniels Corporation and the John and Myrna Daniels Foundation. For the identity, Entro worked with a group of 20 stakeholders to develop and narrow down concepts within a short time period. Apex New was chosen as the font; this neo-gothic constructed font has soft edges which give a humanistic feel – ideal for a community-focused brand. The graphic element in the signature is a black line at a seven-degree angle above the wordmark that adds something curious to the overall identity, drawing the eye towards it. It is inspired by the idea of the ‘launchpad’ in the name, symbolizing the lift-off point or jumping board to push artists and designers forward on their career path.
In developing identities, we always ensure elements can be taken and amplified for various applications. In this case, the angled line can be extended to become a field that can be filled with photos, graphics, colour and different textures. There is also a strategic relationship between this form and the chosen font. When Apex New is italicized and put at a seven-degree angle, the stems of the letters become vertical. This allows more opportunity for extending the brand to many applications in a fun and exciting way.
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