A dynamic regional center, Willmar fosters community collaboration to elevate education, industry, and lifestyle. With robust agricultural roots, Willmar offers scenic landscapes from lakes to parks. From outstanding education and recreational offerings to proactive community engagement, Willmar stands as a thriving hub where tradition and innovation harmoniously flourish.

Replace was grateful to have the opportunity to create a brand that pulls inspiration from the city’s past. We were inspired by the WPA architecture, railroad hub, and colorful downtown community when creating the Willmar logotype and W icon. This inspiration also carried through our font choices, ultimately landing on Verlag, a strong clearly legible san serif that would be ideal for the ESL residents of the city. We also picked a few landmarks around town and utilized a rougher, slighlty impressionistic painterly technique to illustrate them.


Brand Applications

Downtown Willmar

Round 1 Design

Design Refinements