Objective

South on Market Condominiums is a historic district condominiums project in the city of Frederick, Maryland. When Celerate set about creating a brand for the project, it was important to visually represent downtown Frederick and the charm of its historic district lifestyle.

Solution

The logo Celerate designed for South on Market Condominiums features a fresh take on downtown Frederick’s iconic spire-strewn skyline. These are set in a stark black color and paired with a blend of black and gold lettering. The condensed mechanical type compliments the bold verticality of the skyline elements, while also adding a touch of modern to the historic. As a composition, the gold lettering effectively imitates a row of historic residential buildings with the skyline overhead and a road of black text rolling beneath.