one designer's logo/symbol/brandmark design process. please read the first few paragraphs—hopefully you'll recognize some familiar concepts. thanks to dmitiri for sharing.
Monday, March 5, 2012
[Ray] Phase 3-4 Final
Oasis Final Brand
The stone spirit lodge was the store I chose to re-brand for this project. After evaluating the store and all its components the mission statement was the first to go. The Spirit Stone Lodge bases their store mission around fostering relationships, and creating an environment for people of any age to come and find joy, with the help of others that are feeling or are in the same type of situation in their life's. The stone spirit lodge wasn't embodying the full effect of its name, so the decision to change the name from t.s.s.l to oasis was an easy one to make. By making this move the name of the center would be better known as a “spot” or “area” of calm and peace. The lodge has all the right attitude but none of the appeal. Keeping the in store ideals of peace and inner joy, and re rapping them all in a better package that would appeal to a wider range of clientele, would do the store justice and further its message. The essence of the new brand focuses on Spiritual Wholeness. The essence for each design however, varies slightly but still pertains to the primary essence of Spirituality. There were few options to chose from in this part of the process, the oasis whirlpool was the primary insertion for the mark. With the plan set, it was time to begin the brainstorming process. There were few options to chose from in this part of the process, the oasis whirlpool was the primary inspiration for the mark, and after a few hit and misses, a final mark was chosen. Playfully hinting at motion with the mark & reenforcing the overall idea with the oasis logo type which best lead to the idea of a single area, or “oasis.” The elements use various imagery that invoked a sense of peace accompanied by a light gradient of brand color that hinted at the idea of “awakening.” Postcards, for example are used for promotional use to keep customers up to date on up coming events. Business cards also make use of imagery on the back of each card, and small slivers of image used on either side of the front of the card to insure the back would be thoroughly examined. The business cards also make use of the tagline, Though the Logo Mark is not present, the tagline “Spiritual Awakening” is paired with the oasis Logotype to, once again enforce the awakening of peace in the spirit. The Spirit Awakening tagline itself is set in Acid, a primary typeface used for headers, taglines, and titles. This particular type was chosen for it thin, simplistic profile which offers a wide range of uses, not to mention it contrasts very well with the logotype and offers a sophisticated feeling to the brand as a whole. Given its slender frame it can also be used in a variety of different sizes which is good because, it is often paired with the logo which can be seen in very many different sizes. The secondary typeface used in correlation with Acid is Caecilia. Caecilia is used in body copy. Caecilia offers a nice contrast to acid and can be easily read at small points sizes. Here you can see the two typefaces at work together on the home page of the website. Both the primary and secondary types are at work providing information to customers in a clean and effective way. The color palette was chosen after carefully evaluating the best possible choices available, keeping the scheme bright and vibrant. The four final colors originally derived from the colors of the 7 chakra paths. Though after a better evaluation of the elements, 7 colors was a bit much and so that number was narrowed to 4. Together these separate elements combine to create the refreshed and updated graphic system that clearly presents the stores ideals and beliefs in a exciting and effective way.
The stone spirit lodge was the store I chose to re-brand for this project. After evaluating the store and all its components the mission statement was the first to go. The Spirit Stone Lodge bases their store mission around fostering relationships, and creating an environment for people of any age to come and find joy, with the help of others that are feeling or are in the same type of situation in their life's. The stone spirit lodge wasn't embodying the full effect of its name, so the decision to change the name from t.s.s.l to oasis was an easy one to make. By making this move the name of the center would be better known as a “spot” or “area” of calm and peace. The lodge has all the right attitude but none of the appeal. Keeping the in store ideals of peace and inner joy, and re rapping them all in a better package that would appeal to a wider range of clientele, would do the store justice and further its message. The essence of the new brand focuses on Spiritual Wholeness. The essence for each design however, varies slightly but still pertains to the primary essence of Spirituality. There were few options to chose from in this part of the process, the oasis whirlpool was the primary insertion for the mark. With the plan set, it was time to begin the brainstorming process. There were few options to chose from in this part of the process, the oasis whirlpool was the primary inspiration for the mark, and after a few hit and misses, a final mark was chosen. Playfully hinting at motion with the mark & reenforcing the overall idea with the oasis logo type which best lead to the idea of a single area, or “oasis.” The elements use various imagery that invoked a sense of peace accompanied by a light gradient of brand color that hinted at the idea of “awakening.” Postcards, for example are used for promotional use to keep customers up to date on up coming events. Business cards also make use of imagery on the back of each card, and small slivers of image used on either side of the front of the card to insure the back would be thoroughly examined. The business cards also make use of the tagline, Though the Logo Mark is not present, the tagline “Spiritual Awakening” is paired with the oasis Logotype to, once again enforce the awakening of peace in the spirit. The Spirit Awakening tagline itself is set in Acid, a primary typeface used for headers, taglines, and titles. This particular type was chosen for it thin, simplistic profile which offers a wide range of uses, not to mention it contrasts very well with the logotype and offers a sophisticated feeling to the brand as a whole. Given its slender frame it can also be used in a variety of different sizes which is good because, it is often paired with the logo which can be seen in very many different sizes. The secondary typeface used in correlation with Acid is Caecilia. Caecilia is used in body copy. Caecilia offers a nice contrast to acid and can be easily read at small points sizes. Here you can see the two typefaces at work together on the home page of the website. Both the primary and secondary types are at work providing information to customers in a clean and effective way. The color palette was chosen after carefully evaluating the best possible choices available, keeping the scheme bright and vibrant. The four final colors originally derived from the colors of the 7 chakra paths. Though after a better evaluation of the elements, 7 colors was a bit much and so that number was narrowed to 4. Together these separate elements combine to create the refreshed and updated graphic system that clearly presents the stores ideals and beliefs in a exciting and effective way.
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