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Chapter 8:
Day of the Dead Event Identity Category
Instructor
Deliverables
Gordon Mortensen
Logo, Invite, Poster, Process Book
Class
Typeface
Color Palette
Identity 2
Hand-drawn Lettering
Project Objective
Target Audience
Project Outcomes
My goal was to design an identity
The people who participate in this
The Day of the Dead is about
for an event. I selected the Day of
Phoenix-based Desert Botanical
celebrating life and the spiritual
the Dead because I was interested
Gardens Day of the Dead event
connection between the living
in learning more about its interplay
are members or visitors interested
and the dead. It is positive energy
of life and death and what types of
in Mexican cultural traditions.
with deep, traditional Mexican
activities it encompassed.
Families, including grandparents
roots. For my logo design, I empha-
and children, also enjoy coming
sized life and death’s harmonious
to the event together. Attendees
relationship through the decorated
are generally college-educated,
skull and vivid colors. The skull
of all age groups, and are middle-
and logotype retain a hand-drawn
to upper-class.
feel that communicates the personal, communal nature of the event.