Chili Recreation Rebrand
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Chili Recreation Rebrand ⋆
I reimagined the brand identity for Chili Recreation in Rochester, NY, designing a refreshed visual system that reflects the town’s vibrant spirit and dedication to community wellness. The rebrand included a new logos, typography, and color palette, creating a modern, welcoming, and family-friendly look. This updated identity aims to enhance community engagement and align with the department’s mission to promote connection, activity, and enrichment for all ages.
Chili rec is a place where memories are made
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laughter
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creativity
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Adaptability
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Community
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Connections
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Family
when rebranding, I wanted to make sure all deliverables supported the cr mission
Chili Recreation aims to enhance community well-being by offering inclusive, engaging, and accessible programs and services.
They focus on promoting active lifestyles, fostering community connections, and providing opportunities for personal growth.
About the type & logos
Montserrat is a versatile sans serif typeface with eight fonts in its family, offering excellent legibility for readers of all ages. Its geometric structure and high x-height contribute to a friendly, approachable feel while maintaining clarity and professionalism. The goal was to establish a brand that feels both engaging and trustworthy—and Montserrat strikes that balance perfectly.
About the Colors
Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Chili Recreation is very big on growth and accomodating those who grow up and grow out of certain activities. They want to grow with the community they are surrounded by. There are three tints of green used in the logo to symbolize the transition of life. The green is used in the leaf-like symbol for Chili Recreation and also in the tag-line, create, connect, community to sygnify growth.
Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, and truth. Create, connect, community is Chili Recreation’s tag line. You have to ensure trust in connections and overall a community in order to stay strong and unified. The blue is used in the name Chili Recreation to sygnify a stable ground, strength, and stability.
Hand in hand, these colors are perfactly balanced to really emphasize what Chili Recreation is all about.
