Cardinal Path
A brand identity for an affordable housing project in Alexandria, Virginia. Housing Alexandria's Seminary Road project or “Cardinal Path” homes will bring 31 units of much needed affordable for-sale housing to the West End of Alexandria. All homes will be sold to households with incomes at or below 80% of the area median income (AMI) to bring equitable housing to families in the area.
An Affordable Home Ownership Project
Logo
This concept emphasizes “family”. Through interviews we learned that the target households are young families with one or two young children. Through the use of negative space, a young cardinal can be found within the larger cardinal in the mark below - to denote family.
Color
The color palette was derived from the Cardinal as well as the anticipated color palette of the future homes as seen in the initial site plans and elevations.
Type
The type needed to convey a sense of comfort, familiarity, and homeyness while still communicating that these homes are new, well built, and high quality.
