CIP 2016

March 25, 2016

This year Concerts in the Park celebrates its 25th consecutive year. To mark the occasion, Downtown Sacramento Partnership hired Honey Agency to develop a new logo and branding. Our research phase began with a photoshoot at Cesar Chavez Plaza, the home of CIP, where we were heavily inspired by the surrounding buildings. The main logo features some of the signature Sacramento skyline, but is stylized to suggest the vibrant movement and unique music scene within.

Ultimately, we decided that a single logo couldn’t convey all of the facets of CIP, and so we developed a system of interchangeable secondary logos that could evolve over time. To augment these logos, we created a system of custom icons that further tell the story of the park and that speak to the diversity of music genres featured at CIP. The finishing touch was the development of a new mascot–a squirrel named Chip, who comes with adorable genre-specific outfits and instruments and several secondary marks for various uses. With so much detail in the brand elements we stuck to a high-energy but very limited color palette (pink, black and white). It was an immensely exciting project to work on and to see come together.

We were thrilled to work with DSP as they fully trusted us in developing a kick-ass brand. Did we mention they let us make a pink logo?

Catch all the details and the 2016 line-up over at

Cheers to CIP and another 25 years of turning up the volume!