US40 For All Logo and Branding

The US40 For All Logo was designed for the infrastructure engineering project overlooking the area of U.S. 40 in Plainfield, Indiana. The idea behind the design was to incorporate the cities Identity into the base of the letter structure. Incorporating and adjusting the cities "P" by dissecting, stretching and rotating to build the lettering for "US 40" helps build a connection to the public where this project would be most prominent. When doing so it created a natural angle that mimics the slant and spacing of the street. It also adds to the imagery by becoming a visual representation using the double slanted line throughout multiple deliverables.

From the original award submission.