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.