< Back to Work

KENNEDY ART CENTER

Brand Identity

A stylized illustration of stairs with an upward arrow, a circle, and an 'X' symbol, representing steps or progress.

2023

Stylized 3D text graphic with the words 'make a difference' in varying shades, with a prominent purple horizontal stripe across the middle.

A graphic icon featuring a cleaning sponge, a sparkle, and a large letter A, representing cleaning or cleaning services.

Our Process

FROM PROBLEM
TO DESIGN

As the Kennedy Art Center prepared to open its doors in downtown Marion, the space needed an identity that could carry both its future vision and its deep roots in the community.

Born from a long-standing partnership between Marion Design Co. and Chris Kennedy, the center was envisioned as more than a gallery—it would be a place for artists to gather, ideas to surface, and the community to engage in creative exchange. At the same time, the Kennedy Art Center needed to honor the legacy of the Kennedy family, whose investment in Marion and the arts spans generations, from the success of Hartson-Kennedy Cabinet Top Co. to a wide range of artistic pursuits across the family. The challenge was to create a visual identity that felt timeless rather than trendy, energetic without being overwhelming, and rooted in heritage while inviting collaboration and new voices. Without a cohesive brand system, the center risked missing the opportunity to establish itself as a cultural anchor at launch. Marion Design Co. was invited to translate legacy, creativity, and community into a brand that could inspire artists, welcome the public, and set the tone for a vibrant future.
Marion Design Co. began by meeting with the client and conducting research to clarify goals, audience, and positioning. We completed a competitor brand audit and synthesized the center’s core values, asking key questions about purpose, differentiation, and the experience the Kennedy Art Center should create for its guests. From this work, a clear mission emerged: to celebrate and empower Grant County artists through exhibitions and events that inspire the broader community. With this foundation in place, we moved into visualization. Our team developed a moodboard informed by museums, galleries, and academic creative institutions, then explored multiple directions through sketching and concept development. After refining our ideas, we presented three logo concepts to the client. Once a direction was selected, we built a flexible brand system, developing multiple logo variations and guidelines to support consistent use across a range of applications. The result was a clear, intentional process that balanced strategic clarity with creative exploration.
The final visual identity for the Kennedy Art Center captures the energy of creative expression while honoring the Kennedy family’s artistic legacy and inviting the community into the work. The selected “Strokes” concept centers on a warm, vibrant palette anchored by an invigorating orange, signaling creativity and momentum. A custom typeface, Kennedy Neue, was developed to give the brand a distinctive voice—bold enough to stand on its own while elevating the artists it represents. Arts-inspired design elements woven throughout the system reference multiple creative disciplines: brushstrokes, drawn lines, and charcoal marks nod to visual art; staff lines echo music; and poetic annotations reflect literary expression. Together, these layered forms communicate that the Kennedy Art Center is shaped by many creative voices across generations. The identity was designed to be expansive rather than prescriptive, allowing new artists to bring their own marks into the system while remaining cohesive. Applied across the physical space and digital platforms, the brand establishes the Kennedy Art Center as a vibrant cultural anchor—rooted in heritage, alive with creativity, and open to what comes next.

A custom font alphabet chart with uppercase letters in a modern, stylized font in red, a purple brushstroke at the top, orange dotted pattern on the left, and purple splatter designs in the top left and bottom right corners.

Red tote bag with white text that says 'Kenny Kennedy Art Center' on a white and wood shelf.

A young boy in a bright green and black jacket is sitting at a table looking at a display stand holding decorated cookies, some with strawberries. The cookies are on wooden shelves with small labels in an indoor setting.

A young girl with red hair wearing a green shirt is drawing on a wall with a pencil, while a woman with long brown hair and a patterned sweater watches. An adult man with a beard, wearing a black shirt, stands nearby smiling, observing the children.

Three women are engaging in a conversation indoors, smiling and laughing. One woman has a ponytail, glasses, and is wearing a dark blue top. The second woman has straight brown hair, wearing a black blazer. The third woman has blonde hair fixed with a hair clip, and is wearing a green and white striped shirt. They are standing near a wall with orange and cream textile art hanging behind them.

A woman with blonde hair, tattoos on her arm, wearing a pink sequin dress and a necklace, is painting on a large palette or artwork at an art exhibit or gallery. The background features an orange wall and informational text.

Two men are engaged in conversation at a social event, with several people mingling in the background in an indoor gallery or event space.

A man in a dark suit holding a microphone and a water bottle, speaking at an event with a blurred audience in the background.

Gallery label for 'Messiah's Compassion', oil portrait, 30x40 inches, part of a larger body of work focusing on the African American male, priced at $2,500.

Black sign with white zigzag arrow pointing downward, indicating a staircase or step down

Four colorful squares with the word 'KAC' written in white on each, featuring different abstract background designs: top left red with dark red splashes, top right purple with dark purple scribbles, bottom left beige with yellow curved lines, bottom right orange with black wavy lines.

Reflection of buildings and clouds seen through a glass window with a white paint design on it.

Poster advertising an art exhibition featuring ceramicist Sad Jack from June 3-24, 2023, at Kennedy Art Center, with a photo of a man working on a ceramic piece.

Indoor art gallery or museum with a red timeline wall featuring historical photos and text from 1943 to 2023, along with framed artwork on the white wall. Part of a sculpture or abstract piece is foregrounded, and office furniture is visible in the background.

An exhibit panel titled 'The Kennedy Legacy' with a large group photo of six women, two smaller black and white photos of a woman holding a child, red background, and white text describing the Kennedy family's artistic legacy.

Sign for Kennedy Art Center mounted on the exterior wall of a building, with reflections in the surrounding tiles.

Black sign with white symbols indicating drinking fountain in a public space.

A man in a black suit and tie is speaking into a microphone, holding papers, at an art gallery event. Several people are standing and seated, listening to him. The gallery features colorful artwork and photographs on the walls.

A young boy with short brown hair, wearing a red shirt, is reaching out to a red emergency phone mounted on a colorful painted wall in an art gallery or school setting. In the background, blurred two women are standing near a doorway.

A woman with braided hair, wearing a black sweater and pearl earrings, is smiling and speaking into a microphone at an event or presentation. She is holding a phone in her other hand, and a pink name tag is visible on her sweater. Behind her are colorful posters, including one with an image of a person in red and blue attire.

People viewing artwork in an art gallery, with paintings hanging on the wall.

A group of diverse people standing indoors, attentively listening and observing, some with their arms crossed or holding phones, attending an event or presentation.

A man with dreadlocks in a black suit and purple shirt is speaking into a microphone, holding a piece of paper in his left hand, with a blank white wall and a painting of a white animal in the background.