Downtown Madison Business Improvement District Branding

The objective was to design a versatile logo and website for a diverse group of businesses within the Business Improvement District (BID). The shape of the logo draws its inspiration from a map of downtown Madison, referencing one of the corner streets that borders the capitol.

The guidelines detail how the logo can be used alone and in conjunction with photos and other logos. The colors were chosen to mimic the colors of the seasons in Madison, further reinforcing the local connection.