Neha is based in the NYC area. Her expertise in design branches out to identity systems, publications, announcements, signage and web. She enjoys working with clients on all levels of design, from art direction to production, to deliver clean and effective design solutions.
For the past few years, a Diversity Reception has been held during the International Council of Shopping Centers (ICSC) Convention to promote and celebrate diversity in the shopping center and retail industries. With the growing success of the event, ICSC was looking to bring the reception to a larger audience throughout the year in the US and abroad with the help of Shearman & Sterling LLP, the event sponsor.
To help brand the reception, a logo was designed to appear on all print and web collateral. This meant that it would need to be flexible, readable, and scalable for use on large banners to invitations and websites.
The Diversity Reception logotype is displayed in two weights of Quicksand, created by Vincent Connare in 1996. This font was selected for its modern, professional appearance and clean lines. In selecting the color palette, I used orange and brown to communicate energy, warmth, earthiness, friendliness and dependability to capture some of the personality of the event and individuals who attend.
