The Minneapolis Aquatennial began in 1940 as a celebration of the city’s famous lakes, rivers and streams. Held during the third week of July, the festival brings people into downtown Minneapolis to enjoy the city’s vibrant arts, music, food and athletic communities, ending with a massive fireworks show. To modernize the event’s branding, design firm Zeus Jones created a logo that references the Mississippi River, the fireworks show, local landmark Stone Arch Bridge and l’etoile du nord, the Minnesota state motto. Composited, the images form a capital A for Aquatennial. Zeus Jones also created a series of colorful illustrations capturing the feeling of summer in Minneapolis; the images were illustrated on grids, so that the elements can be chopped up and restructured to fit multiple applications.