Festival rebranding
Circleville Pumpkin Show
Objective
Redesign the visual brand identity of the Circleville Pumpkin Show by developing an original logomark and various festival touchpoints that capture the meaning of the festival.
Research
The Circleville Pumpkin Show was started in 1903 by George R. Haswell in Circleville, OH as a small exhibit of pumpkins and corn. The purpose is for maintaining and promoting a more friendly relationship with patrons and visitors of the community. Also to further extend agricultural pursuit and to award premiums for the display of grain, fruits and vegetables, school displays, and such other displays that represent the best interests of Circleville and Pickaway County.
Current Logo
The current visual identity features the mascot Winky the Pumpkin. It is unsuccessful because it is very outdated, and the type is very close together, making it difficult to read.
Moodboard
When developing my mood board, I looked for imagery that focused on three core values of the festival: community, promote local agriculture, and entertainment.
Initial Logo Sketches
I started by sketching initial ideas for what the new logo design could look like. I looked at different Old Style typefaces to play into the history behind the festival, while still trying to modernize the logo.
Refined Concepts
I narrowed my sketches down to three different concept directions. Then based on feedback from my peers, I further iterated on which direction was working the best for what I wanted to communicate.
Final Logo Redesign
Design system
I chose these core colors for the design system to reflect the natural and festive atmosphere of harvest time and the festival. Together, these colors communicate tradition, celebration, and the beauty of fall, aligning with the essence of the Pumpkin Show.
The festival started in 1903, so I wanted to use a typeface that had a historical feel but is not outdated. So, I chose Optima as the main typeface for the logo.
Touchpoints
I designed different touchpoints to engage attendees before and during the festival and to communicate the festival's brand effectively. These include a festival tent, schedule postcard, postage stamp, and banners.
Festival Tent
Schedule Postcard
Postage Stamp
