Gilroy Downtown Business Association (GDBA) has put on their Holiday Festival & Parade for years, but didn’t yet have a cohesive brand with which to present their event. They reached out to Sour Pea Design to create a recognizable, warm, playful, unique brand that would help them stand out from other similar events in the area.

The logo, launched in 2023, contains hand-drawn, interlocking lettering to establish the event as nostalgic, community-centered, and specific to their event alone. The expressive line work and garlic bulb imagery in the illustration of the mascot and supporting elements aligns with the parent GDBA brand, giving it a place in their annual event family. It drives home the elements of tradition, history and consistency, while still feeling playful, friendly, casual and welcoming. The color palette feels vintage, warm, fresh and in line with the parent brand.