Lakeshore Arts (LSA) Is all about creating innovative community arts programming that engages, educates, inspires and entertains through professional staff, artist facilitators and educators. As lakeshore arts has grown, so too has its programming, outreach and now also its brand identity.

The organisation was formed in 1992 by a group of passionate and proactive visual artists. Since their inception lsa has encouraged people of all ages and backgrounds to participate in the arts – as a way of enriching their lives and strengthening their community.

On the eve of their 25th anniversary, lakeshore arts needed to evolve their brand to align with the organization’s strategic intentions and to move the identity into a direction that let their creative breadth shine through. While the previous logo leveraged the centre’s relative proximity to toronto’s waterfront, the new logo is a visual manifestation of the drivers “connection” and “transformative” that are central to the vision statement, “connecting neighbourhoods with the transformative power of arts activity”. The new logo, along with the colourful palette and engaging, conversational language, tell a powerful story about the long-running and well-loved centre and the leading-edge programming contained within their walls.

The logo purposely and methodically brought their three core values to light, visually.

Connectivity: The parallel letterforms have been connected to bring the brand strategy to life, creating continuous loops which speak to the ongoing relationship between lsa and their audience.

Transformation: The connective bars between the two parallel letterforms create a sense of 3-dimensionality and in turn a sense of the letters being transformed into something new.

Approachability: The letterforms have been given rounded corners to create a visual manifestation of the brand personalities of approachability, inclusivity and fun.

Mission: As a registered charitable not for profit community arts organisation, lakeshore arts are dedicated to engaging all peoples using multidisciplinary art forms as a way of enriching lives and strengthening Toronto’s communities.

Vision: For creativity and collaboration to drive cultural, social and artistic growth and help build inclusive, healthy communities.

Values: Collaboration and partnerships: These are the cornerstones of our organisation which provide the opportunity to discover new ideas, develop shared outcomes and realise mutual benefits.

Sustainability: They develop and build lasting relationships with artists, participants and community agencies to strengthen our capacity and leverage funding.

Respect: They aspire to create safe spaces where all feel welcomed and open to express and share their viewpoints. They believe everyone has the right to explore their artistic expression. Access: They are committed to eliminating barriers and providing access to all peoples. Lifelong learning: To enhance social inclusion, active citizenship, empowerment and personal development, they will act as the creative catalyst providing innovative ways for sharing knowledge, resources and networks to strengthen our community.