SR 99 TUNNEL
Branding and materials for the grand opening of the SR 99 tunnel under Seattle's downtown that replaces the Alaskan Way viaduct. The goal was to highlight the opening of the tunnel, a farewell to the viaduct, and celebrate future improvements to Seattle's waterfront.
With 10+ years and billions of dollars spent to build the SR 99 tunnel there was a high demand from stakeholders and politicians to show off the completed project. This meant many different opinions shaping the brand. There were several rounds of logo concepts that didn't satisfy all parties. In the end stripping the creative brief to it's essentials (representing the tunnel, viaduct, and future) lead to a solution everyone could agree on.
The top half of the logo represents the circular tunnel while the bottom is the rectangular viaduct. When combined they form a portal to "Step Forward" into the future. The gradients of color help lead the eye into the logo's center. Photography focuses on the multiplicity of the project, showing the different project and event areas.
The event was a great success with over 100,000 people attending.