When the Uptown Alliance wanted to better celebrate and promote arts and culture, it formed a coalition. When the Uptown Arts & Culture Coalition wanted to promote unity and identity in the neighborhood — a newly formed arts district experiencing growth and change — it started a branding campaign.

The UACC Identity and Branding Committee worked with six students from the Cornish College of the Arts and the Civilization design studio to generate multiple potential Uptown logos, meant to identify and celebrate the neighborhood.

When three logos emerged, the committee couldn’t come to a decision, said co-chair Tara Wefers.

More than 2,000 invitations were sent to residents, asking them to weigh in through an online survey, which resulted in about 200 responses.

The UACC board reviewed the results, and on Tuesday night Wefers announced Cornish student Seattle Sims’ logo as the brand of Uptown’s future.

Sims provided a statement about her design on the UACC’s website at uacc.art:

“Uptown is vibrant, creative, and inclusive. This logo is inspired by a brush stroke and music tabs. Each line represents creativity, community, humanity and how all these elements work together in harmony. This logo is paired with a custom typeface fit for Uptown.”

A rollout plan for Uptown’s logo and other neighborhood branding is being worked on now, Wefers said during the Jan. 8 Uptown Alliance meeting, and people can expect to see a series of shirts, tote bags, mugs and other merchandise marked with Sims’ design by March at the earliest. People wanting to put in an early order or learn more can contact Wefers at branding@uacc.art.

UACC is now working with Seattle Center to get the logo incorporated in future promotions, as well as looking at tapping artists to create neighborhood murals.

Uptown Land Use Review Committee co-chair and developer Maria Barrientos said she plans to display the new logo around the construction site for her company’s Center Steps development at Roy and Mercer streets. The new Uptown logo will also be featured on a kiosk in the development’s pass-through between Roy and Mercer and other project media, Barrientos said.

The logo is also expected to pop up on transit, the details of which will be worked out by the Uptown Alliance’s public affairs firm.

Pacific Public Affairs

Once construction starts to rebuild and expand the KeyArena (new naming rights to be determined) there will be a two-year period when businesses around Seattle Center are expected to face a slowdown.

Developer Oak View Group’s community benefits package attached to the reconstruction of the public facility commits it to providing $75,000 annually over three years to build its organizational capacity and to support small business retention, the UACC, and local partnerships.

UA put out a request for proposal in October, received responses from 10 firms, and recently executed a contract with public-relations firm Pacific Public Affairs.

The firm is in charge of advancing marketing goals and ensuring Seattle Center and OVG maintains its commitments to supporting the community and businesses.

Visitors to the area are expected to drop by a third during the Seattle Center arena’s construction, said Cecilia Sorci with Pacific Public Affairs.

Sorci said businesses expressed a strong interest in receiving regular updates about the project and its impacts during a walkabout in the neighborhood on Jan. 7.

The effects of the Seattle Center arena project will be compounded by increased transportation challenges from the closure of the Alaskan Way Viaduct, so the firm has put together a 60-day work plan to be followed by another plan to get the neighborhood’s businesses and arts-and-culture organizations through the rest of 2019, said Sung Yang with Pacific Public Affairs.

To receive Uptown Alliance's newsletters, send an email to uptownalliance@outlook.com.