Medium

When community organizers, and the Tyson Foundation in Springdale, Arkansas, were developing a multi-functional venue designed for creative exchange, they asked Design Ranch to name and construct the new brand. The artist-led project by Creative Arkansas Community Hub & Exchange (CACHE) would serve as a central hub for exploring ideas, projects, and creativity and connect the local community to regional and national resources and opportunities. The new space would be a place of passion, providing equitable and sustainable access to the creative community by enabling connections for all people through the arts.

Our goal was to remove all barriers between creatives, their work, and their audiences to bring inclusive participation and progress to all. Design Ranch crafted a name designed to speak to the different mediums used by artists. The Medium works on multiple levels. Geographically, The Medium represents Springdale’s location in the middle of the heartland. It also alludes to artistic practice or Medium, embracing all forms of creative expression. The logo, formed with a kinetic system of letterforms, reinforces harmonious diversity. A combination of fonts speaks to how The Medium is a place that welcomes all creatives in the Northwest Arkansas area to develop and showcase their work. Collage-style graphics highlight different forms of art (film, music, fine art, etc.), and the tagline “A Place to Create” builds to become “A place to create: new work, connections, discovery, opportunity, confidence, perspectives, experiences, ideas, community and more.”