Atlantic League ASG 2016 Primary Mark

Atlantic League ASG 2016

Challenge

Lancaster, Pa will host the 2016 Atlantic League All-Star Game. The identity needed to celebrate the beautiful balance between Lancaster's rural countryside and vibrant downtown.

Solution

Central Market, the nation's oldest farmer's market, served as the perfect inspiration for this vision. As much as it represents the best fresh produce of the region, it also symbolizes a social hub for the city - characteristics parallel with that of the All-Star Game as an annual gathering for fans and talent of the Atlantic League. As such, elements from the team's existing identity were evolved to create a mark imagined through the lens of this farm-to-table motif.