Cascadia Poetics LAB Logo

Client: Cascadia Poetics LAB, Paul E. Nelson, Seattle, WA

Scope: Logo design and visual identity foundation

Role: Brand identity and logo designer

Platform: Print and digital applications

Timeline: May-June 2021

Context: Cascadia Poetics LAB is a literary arts organization devoted to exploring poetry, place, and bioregional consciousness across the Cascadian region of the Pacific Northwest. Its work spans poetry, workshops, interviews, festivals, and community-based projects—many of which operate under distincted but related program names.

The identity needed to serve as a cohesive visual foundation capable of supporting this expanding ecosystem.

---

The Challenge: The central challenge was translating a complex and expansive idea into a clear, recognizable visual identity:

• A long organization name

• A deep conceptual focus on the Cascadia bioregion

• A literary aesthetic rooted in place, culture, and ecological awareness

• The need to support multiple related initiatives, including:

  • Poetry Postcard Fest

  • Cascadia Poetry Festival

  • Cascadian Prophets Podcast

The identity needed to be distinctive and iconic, while remaining flexible enough to adapt across programs, media, and audiences.

The Solution: The visual identity centers on an immediately recognizable symbol: the mapped silhouette of the Cascadia bioregion, used as both an emblem and a ground conceptual device.

This form anchors the organization visually, while allowing surrounding elements—typography, color, and layout—to flex across contexts.

Key visual characteristics were intentionally layered:

• Contemporary and striking, rather than nostalgic

• A tactile, slightly grunge-inflected typographic tone that resists polish without feeling informal

Key design decisions included

• Iconic Symbolism

  Using the Cascadia bioregion silhouette as a unifying mark that reinforces place-based identity and long-term recognition.

• Typography with Regional Character

  Type choices that balance clarity with texture, reflecting both literary seriousness while introducing a tactile, slightly grunge-inflected tone.

• Restrained Logo, Expressive Color System

  Keeping the core logo mark intentionally restrained, while applying an extensive color palette inspired by the work of Indigenous artist Lawrence Paul Yuxweluptun across collateral and program materials. This approach allows the organization to differentiate events, workshops, and initiatives without sacrificing cohesion across the broader identity.

What This Project Demonstrates:

• Translating complex cultural and ecological concepts into clear visual form

• Designing identity foundations that support growth and multiple initiatives

• Balancing symbolic meaning with practical, real-world use

• Creating visual systems rooted in place rather than trend