I am a new fan of Louisville, Kentucky. Such a beautiful town, with great people, and a gorgeous, though underutilized downtown area. Part of that has to do with how Interstate Highway 64 runs right along (and above) the waterfront, cutting the city off from its own greatest natural asset. The recent Waterfront Park development is a massive improvement, but when you’re tossing the frisbee by the river, it’s hard to ignore the noise from hundreds of cars and trucks passing overhead.

So in comes a design-savvy citizens group, primed to take back the waterfront, prevent further expansion of the interstate, improve traffic congestion and revitalize Louisville’s downtown. They call themselves “8664,” and they designed this spot-on logo to generate interest in their cause. What impresses me the most is that, without using a single word, this banner communicates everything they want you to know: what they stand for and what action you can take next. Plus, this reproduces well at all sizes, and by co-opting the Interstate’s own visual language, they create an instant connection with the viewer. Aren’t all of us used to taking direction from this typeface?

Also, they have a dynamite presentation on their website.