Branding for the Hartley Dodge Foundation

Client: The Hartley Dodge Foundation

Scope: Brand Development, Brand Identity, Style Guide, Logo Mark and Variations, Illustration Art Direction

The client is a foundation that manages the historic integrity and maintenance of the Hartley Dodge Memorial building, which serves as the borough hall in Madison, NJ. The building was given to the borough of Madison by Geraldine Rockefeller Dodge, and is a focal point landmark of the town. Because their role is centered around the building, they wanted a logo that would highlight the building, and felt that an illustration was the best way to do this. A scratchboard illustration was created by Steven Noble in a detailed and simplified version, to allow for flexibility when using the logo at different sizes and applications, as well as a color version of both. Pfeifer Design created the logo design that incorporates the illustration, and developed brand colors and typography for them to use on their website, and identity elements such as stationery. Additional type-only versions of the logo were created, for further flexibility for their branding.

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