The goal of this identity concept project is to draw attention and recognition to the historic preservation efforts being made by the South Park - East Raleigh Neighborhood Association, as well as to provide functional support and cohesion for the group. This is hopefully achieved by representing the colorful and diverse strength of the Southeast Raleigh area and its community through relatively abstract (but recognizable) patterns that can function independently, sometimes in a viral sense, in support of the main logo identity.

The bold colors represent cultural diversity and the social vigor that used to exist in historic Southeast Raleigh, as well as the energy of motivation in today’s community to preserve that history.

Geographically, the South Park - East Raleigh area is “bookended” by Shaw University and St. Augustine’s College, both of which have been major players in area development and community growth since Southeast Raleigh’s earliest days. To recognize that significance, the school colors (maroon for Shaw and blue for St. Augustine’s) are included in the identity colors, and bookend the other colors wherever possible. The school-colored facades in the logo also bear formal resemblance to buildings on their respective campuses.

All designs incorporating the identity are intended to be printed full color CMYK whenever possible. Failing that, the logo is reducible to grays or black if needed.

The final product: a branding sheet