Identity

Itasca Project Identity

Community roots, collective action

How do you design an identity for a purposely ad hoc effort whose chairman himself calls it a "gathering-that-doesn't- want-to-form-a-new-group"? The answer is: with a light touch. That's why Larsen was selected to create a word mark for the Itasca Project. "Itasca" — the source of the Mississippi River, uniting Minneapolis and St. Paul — underscores the strength and resolve of the group's civic leadership. Set in Roman type and capitalized, "Itasca" contrasts with the word "project," set in lowercase italic to suggest forward-moving activity. A ligature connects the two words, and the result is clear and strong — like the Itasca collaboration itself.