Arts & Letters Club of Toronto

Logo Design / Visual Identity Systems / Brand Guidelines & Narrative

Founded in 1908 by members of the Group of Seven painters, the Arts and Letters Club tasked us with designing a new visual identity that reflects their rich history and ongoing cultural influence. The building—as well as JEH MacDonald’s original ornate artwork and typography—were the foundational inspiration for the Club’s new brand. We took the iconic front entrance of their Romanesque Revival façade and created a shield shape that infuses each design execution. The modern and digital-friendly typeface is a nod to the original typography. Bold, bright, and beautiful. This dynamic visual branding demonstrates the Arts & Letters Club’s commitment to its cultural relevance now and for another 115 years.

SvsC was the ideal partner for designing our Club’s new branding. He had an immediate grasp of our storied history while understanding the need to show the relevance of our Club to new generations of artists, writers, musicians, architects, and performers. Steve listened carefully to our challenges and eagerly collaborated with our Club’s volunteer committees—not a simple thing to do! His work process included presenting his initial thoughts and design options that helped us refine and simplify our message. He is not afraid to try new approaches and present the unexpected. The new design is a triumph and will shape how the Club presents itself as a vital contributor to Canadian culture.

Michelle Walker 

Board Member – Chairperson for Communications and Special Events