My goal was to design an identity for an event. I selected the Day of the Dead because I was interested in learning more about its interplay of life and death and what types of activities it encompassed.
People participating in this Phoenix-based Desert Botanical Gardens Day of the Dead event are DBG members or visitors interested in Mexican cultural traditions. Families, including children and grandparents, enjoy coming to the event together. Attendees are generally college-educated, of all age groups, and are middle- to upper-class.
The Day of the Dead is about celebrating life and the spiritual connection between the living and the dead. For my logo design, I emphasized life and death’s harmonious relationship through the decorated skull and vivid colors. The skull and logotype retain a hand-drawn feel that communicates the personal, communal nature of the event.