As the largest non-profit art association in the Tri-Valley of Northern California, the Livermore Art Association (LAA) is home to painters, sculptors, weavers, photographers, wearable art designers, jewelry makers, and woodworkers, just to name a few. With its
inception in 1957, the LAA continues to promote public interest and appreciation in the fine arts and crafts, as well as to encourage the artistic progress and development of its membership.
As one can image the LAA has seen its share of technological advancements over the year's with the advent of the desktop computer and the creation of "painting" and image manipulation software, the development of the the internet and the invention of instant images using digital cameras. Not wanting to appear behind the times, the membership decided to create a Web presence for themselves, but homegrown site was not in sync with the groups mission; it neither promoted a great deal of interest in art nor encouraged the development of its membership. The site lacked images of members' art and of juried shows and there was no monthly calendar of upcoming events.
A more useful and visually attractive site was necessary. One which would attract and encourage members as well as the general public to revisit often. The result is a information rich, colorfully stimulating Web site. To clearly present relevant information, five unique top level sections were created. An "About Us" section details the art association's mission, history, officers and current news. A "Calendar" section reveals monthly upcoming events, exhibitions, and demonstration information. A "Slide Case" section displays photos of artwork and past activities. And finally an "LAA Gallery" section details information about the Livermore Art Association's gallery and gallery programs.
With the excitement about the new site, there was an interest in refreshing the current LAA symbol and creating an identity system. The existing paint palette and brush symbol was dropped. The paint daubs on the palette however, were kept, reworked and positioned over a bolder more dramatic LAA logotype. Using colors and imagery found on the new Web site, a simple yet attractive visual identity system was created and applied to a variety of communications including stationery, membership forms and banners.
The number of visitors to the Web site has never been higher and the membership has warmly welcomed the revised identity system.
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Top and bottom right: Stationery system for the Livermore Art Association.