Spruill Center for the Arts
The Spruill Center for the Arts is a nonprofit arts organization in the heart of Dunwoody, GA. What began as a center for art classes has grown to include a gallery, special events spaces and artists studios. Ahead of its 50th anniversary celebration, Spruill’s leadership team wanted to align their branding with the center’s long history, its current breadth of offerings, and its aspirations for the future.
LOGO, CAMPAIGN CREATION & MANAGEMENT
The Challenge for BBM:
We set out to modernize the brand while keeping its welcoming, community-focused spirit alive. The refreshed logo had to reflect the four key branches of the organization, working across all brand touch-points — from course catalogs to gallery signage.
BBM’s Strategy:
The project began as a simple logo refresh and evolved into a full identity system — flexible enough to be adapted to each part of the organization while staying visually unified across all touch-points.
The word mark in the new logo uses a contemporary sans-serif font, layered with tonal variations of color representing Spruill’s core sectors: Education, Gallery, Studios and Events. These subtle shifts in hue across each letter create rhythm and energy — a visual nod to the tactile, hands-on nature of art-making. We also created sector-specific logos with custom color palettes, establishing individuality across departments while maintaining brand cohesion. The result is a bold, modern look made to feel dynamic, unified and unmistakably Spruill.
To ensure a consistent look and feel, we provided the client with typography and spacing guidelines; a visual identity toolkit for signage, merchandise, digital and print; and a brand usage guide.
Client Success
To great applause and excitement, Spruill unveiled the logo to its students, members and supporters at Artistic Affair — its largest annual fundraiser. Following the new logo and branding reveal (and at the request of multiple students and members), the client launched their first-ever CafePress online store full of merchandise featuring the new brand identity!
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