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RACHEL RICHARDS DESIGN
Location: Fort Smith, AR
Services: Brand Identity Package
The rebrand of the Fort Smith Convention Center aimed to elevate a dated visual identity and breathe new life into a space that plays a central role in the city’s civic and cultural life. The original logo, centered around a clip-art-style rotunda, no longer reflected the level of professionalism or presence the Convention Center wanted to project. The updated logo preserves the rotunda—an iconic feature of the building—but reimagines it in a clean, modern illustration that feels architectural and intentional. Framing the rotunda within a circular badge evokes a presidential, established tone—one that reflects the venue’s significance and versatility for high-profile events, conferences, and gatherings.
While the client wanted to maintain a red, white, and blue palette, we avoided the predictable route. Instead, we refined the hues for a more elevated, contemporary look and introduced a teal pulled directly from the building’s roof—adding uniqueness and cohesion that sets the brand apart from other civic institutions. The final result is a bold, polished identity that respects the legacy of the Convention Center while presenting a confident, modern face for Fort Smith’s future.
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