Sarah Morton |

Graphic design, illustration, photography, printmaking and mega nerdery based in Madison, Wisconsin. 

 © Sarah Morton, 2020 (Unless otherwise noted)


Logo Redesign

The Friends of Devil's Lake State Park is a philanthropic organization dedicated to supporting the most-visited state park in Wisconsin. The group approached me for a logo redesign in advance of a major fundraising campaign, and we worked together to create a logo that speaks to both Devil's Lake and the Friends' activities. 

I used the Devil's Doorway rock formation in the mark for its instant association with the park, but kept the graphic distinct from other Baraboo-based organizations with a contemporary geometric approach. The new brand colors are inspired by Baraboo Quartzite, a unique granite found only in this region of Wisconsin. The building block-style construction of the mark speaks to how the friends literally build up the park with funds and labor, and the "Friends of Devil's Lake State Park" text literally supports the Devil's Doorway graphic in the vertical orientation. The shovel in "Friends" was a suggestion from the client, and it illustrates the hands-on work maintaining done by volunteers to maintain the park's trails and wild spaces.

This logo is currently in use on the Friends of Devil's Lake State Park website, social media platforms, and print pieces. 

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