Branding, promotional materials, and wayfinding for Art Fair on the Square, Wisconsin's largest art fair. Held annually by the Madison Museum of Contemporary Art, this year's identity celebrates the museum's 125th anniversary by drawing inspiration from the fair's visual history. Design elements from the 1960s, '70s, '80s, and beyond were reimagined and woven throughout the branding, honoring the event's legacy while creating a fresh, cohesive identity for a new generation.