The Allen County War Memorial Coliseum is a cherished fixture in Northeast Indiana. With such a wide variety of events, from Disney on Ice to high school graduations, everyone knows the Memorial Coliseum for something different. One thing is common: big moments and bigger memories are being made every day.
JH had the incredible privilege of working with the Memorial Coliseum on their 75th Anniversary celebration.
Our task was to create a 75th Anniversary logo as well as one of the largest window clings in Fort Wayne for the outside of their building. The project needed to convey the vast history of the Memorial Coliseum, show the presence they currently have in the community, and look towards the future, all while fitting within the current branding. The goal was to highlight their solid foundational presence in the community, while having fun celebrating the milestone.
So how did we get here? Here’s a behind-the-scenes look at the project process…
Phase One: Logo Design
Ideation
After the initial client meetings and research, one of the first stages in the logo design process is sketching hundreds of concepts. The purpose of this stage is to get ideas from the brain onto paper and pencil. Nothing is perfected; it’s just ideation. The logo needed to be both cohesive with the existing Memorial Coliseum brand while being its own temporary entity.
From the sketches, I can begin to refine the best ideas, narrowing them down to three viable options for the client. Each option brought a unique style and set the tone for the anniversary celebration as a whole. The client ultimately chose the final logo based on the symbolism and cohesiveness with the current brand.
Meaning Behind the Logo
The logo holds multiple symbolic elements. Overall, we wanted the emblem to be a badge style reminiscent of a sports logo. The traditional Memorial Coliseum brand colors were saturated to bring out the excitement and fun of the celebration.
The outer shape of the logo is a veteran’s medal, while the six stars across the center represent the six branches of the United States Armed Forces, a nod to the Memorial Coliseum’s dedication to honoring veterans.
The large blocky forms and points of the "75" are meant to mimic the physical building as well as represent their foundation in Fort Wayne.
One of my favorite aspects is the building illustration at the top of the logo. During my research, I found a basketball poster from 1953, just one year after the Memorial Coliseum opened its doors. Using the poster as a reference, I created a digital version of the building illustration. It’s amazing to think the work of the artist who illustrated that 1953 poster is part of the 75th celebration all these years later.
Part of the logo design process includes outputting multiple file types and logo versions to fit a range of applications. For this project in particular, I created alternate color and size options.
With an array of logo sizes, the Memorial Coliseum is prepared for any situation, from print flyers to website and social media logos. The second row of logos shows one-color options as well as three unique color styles. The first is based on the 1953 basketball poster for a retro, vintage look. The second and third use colors that correspond to the theme in the next phase.
Phase Two: The Amp Lab Murals
The Memorial Coliseum partnered with students from Amp Lab at Electric Works to create four murals on the interior 200 Level Concourse. The students developed eye-catching displays that highlight the history of the Memorial Coliseum while showcasing the variety of events it welcomes, including sports, concerts, and symbolic elements, such as doves and poppies honoring fallen veterans.
Part of our task for the next phase was to integrate these Amp Lab murals and the 75th logo into one cohesive window cling design.
Phase Three: Window Cling
I vectorized parts of the Amp Lab murals, recreating them digitally and updating the colors to match the Memorial Coliseum branding. The 75th Anniversary logo is surrounded by a burst of the Amp Lab mural illustrations to build energy. From there, I pulled together a layout using the slogan our team came up with: Big Moments, Bigger Memories.
This was an ambitious project. Creating, organizing, printing, and installing a nearly 130-foot cling to the side of a large window took the teamwork of multiple organizations. The window cling was successfully printed. Later, it was installed by InkWorks in time for major upcoming events like the Johnny Appleseed Festival and PBR. The design had to be sliced and placed within each of the window frames like a giant puzzle.
From Komets hockey games to the Fort Wayne RV and Camping Show and the Mizpah Shrine Circus, I grew up making memories at the Allen County War Memorial Coliseum. I am incredibly honored to be part of its 75th Anniversary celebration.
For the Memorial Coliseum to choose to partner with a local marketing agency like JH, along with other local organizations like AmpLab and InkWorks, shows their commitment to the Fort Wayne community. They’re not just in the community; they help bring it together, and their 75-year history in Northeast Indiana proves that.
No matter how large, we’re ready to tackle your next project. Reach out to start a conversation today.
