Patchwork Ave.

For a second-year design class, a partner and I were tasked with creating a brand identity for an area in Calgary–including a logo, style sheet, and concept statement. My partner and I were given Forest Lawn as our area of the city to re-brand. We saw this as a great opportunity to dispel some of the negative stereotypes that many Calgarians have of the area and highlight the true essence of Forest Lawn. Our research brought us to settle on the name “Patchwork Avenue.” The name ‘Patchwork’, inspired by a quilt, is meant to represent an array of stories, traditions and perspectives, sewn into one big, eclectic community. Our biggest challenge was to find a way to represent each individual culture that can be found in the area, while still keeping a sense of community pride evident. Our design is hand-drawn and eclectic, to reflect the feel of Patchwork Avenue. Our intention was to represent the true nature of the area - it’s not perfect, polished or symmetrical by any means–the logo was drawn by hand and then rendered digitally. The colours present in the logo represent some of the most common flag colours that we saw in our field research. They can be arranged to form the colours of a multitude of countries. We wanted to represent the do-it-yourself nature of the homes and buildings in our area, along with the creativity and ingenuity that comes with this. The stitched border represents the tactical nature of Patchwork Avenue. The tagline we put together to go with the visual identity system is "assorted. collected. connected."