SEABA Brands the South End, on Its Buildings | Live Culture
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Saturday, April 2, 2016

SEABA Brands the South End, on Its Buildings

Posted By on Sat, Apr 2, 2016 at 9:17 AM

click to enlarge Digital mock-up of Maltex Building with South End Arts District logo - COURTESY OF SEABA
  • Courtesy of SEABA
  • Digital mock-up of Maltex Building with South End Arts District logo

Come springtime, it's going to be a lot easier to identify Burlington's South End Arts District — because many of the zone's buildings will bear a new identifying logo. 

South End Arts and Business Association director Adam Brooks explained by phone that the organization completed a rebranding assessment at the beginning of this year. The intention, he said, was "finding out how we can
better inform visitors and residents that there's actually an arts district in the city of Burlington." The undertaking was aided by  SEABA board member Chris Webster of Select Design

Currently, five buildings have committed to bearing the new insignia: the Soda Plant, Conant Metal & Light, Dealer.com, the Howard properties and the Maltex Building

click to enlarge Burlington wayfinding signs - COURTESY OF SEABA
  • Courtesy of SEABA
  • Burlington wayfinding signs
This SEABA initiative comes after the city's installation of updated "wayfinding" signage last fall. More than 80 new signs were introduced,  directing visitors to such places as the Campus District, Church Street Marketplace, Waterfront and parking areas. Only one small sign — on Pine Street — points the way to the South End arts corridor. 

"This is our way to — with the support of local businesses and property owners — create a sense of place, and do it on our own, control the look and the feel and do something positive for this community," said Brooks. "The property owners and businesses have been very supportive of the concept." 

SEABA hopes that at least 15 buildings will feature the district stamp by Art Hop time in September. The organization's "identity deck" allows for slight variations between two designs, and a few different colors.

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Rachel Elizabeth Jones

Rachel Elizabeth Jones

Bio:
Rachel is an arts staff writer at Seven Days. She writes from the intersections of art, visual culture and anthropology, and has contributed to The New Inquiry, The LA Review of Books and Artforum, among other publications.

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