Brand identity for a new development transforming the old Sears Square in SLC. This new development will honor the gritty history of the block, not just pave over it—and will focus on creating an authentic, inclusive space, where nature, industry, and art come together to foster a sense of place and belonging for all who live, work, and play there.
Inspired again by the coalition of nature, art, and industry, The Jetty is a nod to the famous earthworks sculpture by Robert Smithson located in the Great Salt Lake, Spiral Jetty. But this name also works metaphorically, as a jetty is defined as a “structure extended into a body of water to influence the current or tide or to protect a harbor”. The Jetty mark is born from the bones of Copper Yards and will convey a thread throughout this renewed SLC community.