Celebrating 40 years of the Troy Victorian Stroll, the Rensselaer County Regional Chamber of Commerce sought to mark the occasion with a fresh logo for the holiday event’s fourth decade in existence. Renewed excitement and interest in Troy’s Victorian history via HBO’s “The Gilded Age” being filmed in Troy provided an added impetus to celebrate the auspicious anniversary. As a yearly holiday tradition, the Stroll is a staple of the historic Collar City whose rich history and beautiful architecture are on full display as the streets of downtown Troy are transformed into a bygone Victorian era, complete with visitors in Victorian dress strolling the City for a day of holiday merriment including dining, shopping, and live entertainment.
While the logo draws inspiration from the decorative and illustrious typography typical of the signage and advertising of the Victorian era, it was important to also convey a sense of holiday splendor and the community-inclusive atmosphere that the event has become known for.
From the onset, our early concept sketches all aimed to capture the elegant and magical air that surrounds the Holiday Stroll. Initial sketches explored type that was both decorative and Victorian in flair yet still bold & legible for modern advertising. We wanted the type to exude personality and stroll off the page.
Spiral developed a system for outdoor and print advertising for promotion around the Capital Region in the weeks and days leading up to the event. Print ads incorporated illustrations of Troy’s iconic brownstones by local artist Randy Rumpf.