After a gruelling two years of the pandemic, the city of Burlington, Ontario was eager to reunite the community. On the heels of the holiday season, the Burlington Holiday Market would be the perfect event to bring the community together and celebrate the spirit of the season. They just needed a welcoming brand identity to launch the first annual Burlington Holiday Market.
BURLINGTON HOLIDAY MARKET
Finding that perfect mix of holiday spirit without being too on the nose about Christmas was no easy feat. So rather than look to the all too familiar holiday motifs, I looked to the city itself and used the City Hall clock as the key motif.
Using a familiar Burlington icon, transformed by a candy stripe aesthetic, celebrates the arrival of the annual holiday market that will transform the downtown. The clock also serves as a reminder of the countdown to Christmas.
Largely a typographic logo, it was important that the typeface used balanced the traditional nature of the event and the innocence of the season. This serif typeface offers soft curves and gentle edges, portraying a brand that is fun, joyous and merry—truly a typeface designed for a holiday brand.
The goal for the brand was to create a warm, welcoming visual identity that had a touch of youthful nostalgia. Taking a more illustrative approach allowed the brand to be traditional, while introducing pastel hues to the palette gave the brand a youthful energy. Collectively, the visual identity for the Burlington Holiday Market evokes a feeling of that familiar holiday spirit we all know, love, and look forward to.