A logo built to last.

21 years ago, I had the privilege of designing a logo and brand identity for Snowflake Lane, a nightly holiday event in downtown Bellevue, WA. What started as a small sidewalk performance to boost local retail has grown into a large-scale parade with floats and characters, drummers, music, and of course, snowfall.

I’m proud to see that the design is still going strong after two decades. It’s certainly a testament to the popularity and success of the event. But it’s also rewarding to know that the thinking behind the original design has held up. The goal was to create something timeless and storybook in feel, something that would grow more familiar year after year.

The letterforms and snowflakes were hand-drawn to give the logo a more human and inviting feel. Less like trendy seasonal marketing, and more like a shared holiday tradition with family and friends. The result was a distinct, recognizable identity that still feels right today.

If you’re in the Bellevue area, be sure to check out the show. It runs nightly at 7pm through Christmas Eve. Happy holidays!