(Est. 2000) “Renaissance Covington, Inc. is a 501(c) 3 non-profit organization which was created for the purpose of revitalizing downtown Covington. The goal is to make downtown economically viable by capitalizing on our rich stock of historic buildings while identifying ways to meet the needs of our contemporary society. Renaissance Covington is a part of the State of Kentucky’s ‘Renaissance on Main’ program and is guided by the principles of the National Main Street Program. Our organization will meet its goals by following the Main Street four point approach which includes design, organization, economic restructuring and promotion.”
Durham Brand & Co. (Covington, KY)
The organization's new look, tone and feel better represents the diverse work they do downtown: Madlot, pop-up shops, festivals, the farmers market, Art Off Pike and various other community-engaging events. The strategic goal was to develop a holistic branded solution and not just update a dated logo. This project became a tremendous opportunity to capture the great things happening in the city and elevate the brand to a place that's reflective of Covington's fun, vibrant and diverse culture. The rebrand included a new logo, tone of voice, branding applications, website, permanent way finding and various other collateral.
Images (opinion after)
Looks like Covington is the place to be for solid design this year. First we had the city itself with a waving "C" by Landor and now it's a cool typographic set-up for the downtown improvement organization. The previous logo took the "Renaissance" part too much to heart with a very unfortunate set of swashes coming out of a serif wordmark paired with some Gill Sans at its worst. The new logo is a fun jumble of what looks like Hoefler & Co.'s Knockout (plus a geometric "O"). The "V" for "COV" is a little hard to read since it's the only flipped letter but what I enjoy about it is that it looks like a Greater Than symbol. In application, the identity is very playful and energetic flipping the logo on its side, full-bleeding it, and complementing it with more geometric shapes. Overall, a great effort for something — a neighborhood improvement initiative — that usually goes either unnoticed by people or uncared for by those in charge.