Case Study: Brand Identity Design
Reverie is a budding retreat center based in the sierra foothills, providing a farm-to-table outdoor event environment. The clients were ready to develop an identity as they began to market their business. Establishing a logo and basic design direction would allow them to both address and build a relationship with a new audience; this would also provide a base to develop a web presence that was needed at this point.
Planning
I first met with the owners on location to see the property and get a better understanding of the business. I could see the surrounding environment was central to the appeal, while I began to grasp that food would also be a large part of the retreat experience. The feeling would be slightly rustic, yet a bit posh, catering to a diverse audience including families, sports and recreation participants, hobbyists, corporate business, wedding parties, and so on.
In disussing visual ideas about how they wanted to represent themselves the term “zen” came up repeatedly, as did “retro glamour” and “community”. I needed to develop something that was uncluttered and quiet, fun and energetic, eco-conscious and natural, and lush while unpretensious. My work was cut out for me!
Analysis and strategy
With this information I set about writing a creative brief. I also provided a questionaire that proved vital in further defining the clients’ vision.
In studying identity for peers and like-minded businesses I found a consistent reliance on large, high-impact photography showcasing natural aspects and available amenities. Logos tended to be whimsical and artistic. At this time the client could easily advertise the beautiful surroundings but had not yet built up facilities; we would need to focus on environment, activities and cuisine.
Design
Sketching
Many of my initial sketches involved produce and dishware in an effort to represent the farming and nourishing aspect. I eventually decided this placed too much emphasis on food and wasn’t quite the right direction.
I also explored dreamy wistful ideas to embody the word reverie as a state of musing. I discarded these as they wouldn’t fit the clients’ desire to be shown as simple, clean and modern. My final approaches relied on tree branches and natural imagery in combination with clean typography.
Proposal comps First Round
Version 1
I finally developed and presented two concepts. In the first, I wanted to give the impression of looking up into the trees at the night sky (stargazing was one of the events offered.) I kept the lines simple while the circlular shape was meant to offer a simple art nouveau motif. To me it had the feel of a early-century campground emblem. While this was my preferred option it didn’t resonate with the clients, who felt it appeared spiritual and did not see the retro look.
Version 2
The second variation used a typographic treatment with more subtle illustrative elements. A tree branch brought a natural touch while a brush stroke and playful dot added motion. Imagery for business cards, website, etc., would remain simple and slightly rustic without being too countrified, showcasing items found at the center. The client expressed a strong preference for this direction. Although the style needed development I now understood that a strong custom font was needed.
Second round
Finding the right font was proving to be difficult. In my research on contemporary logos I found many used either sans-serif or handwritten fonts, but the client had clearly expressed a preference for an italic, artistic “zen” look. With limited inspiration to go by I collected several examples to help set the right direction.
For the next iteration I developed a hand-drawn typestyle that suggested ink and brush calligraphy with just a bit of flair. I gave a slightly dramatic emphasis to the letters “R” and “v” with the rest angled gently yet energetically in an italic slope. I conntected the dot and brush stroke with a more playful line, while the branch became more pronounced and stylized.
This concept was well-received, with the feedback that the graphic reminded the owners a bit too much of a chicken (although they liked that it hinted at bird imagery.) They also wanted work on the “e” characters, which had a rounded flavor they (or myself) couldn’t define which did not work for them. We all agreed that this was the direction to pursue.
Subsequent variations
I next gave the illustration a more flowing effect, thickening and connecting letters for a cursive style following current logo trends. Although the client liked the changes in the branch drawing they weren’t enamoured with the typographic effect which they felt appeared messy. A new green was also requested as they had concerns the current shade wouldn’t stand the test of time.
My final draft separated all of the letters again, darkened the writing and introduced a more vibrant green. This was the final approved concept. I feel it was a good fit to represent the business in its freeflowing artistic design yet serene and simple nature.
Additional materials
With the logo finalized I next created business cards for the group with a simple design and craft paper background. These incorporated different colors for each of the founding members.
The clients were also now ready to move forward with website development in addition to creating more promotional materials including email, T-Shirts, and other items. As they were on a tight budget these items would be produced these on their end, utilizing a basic style guide I developed to provide guidance.
Results
Completing the brand identity allowed the clients to begin engaging their audience on a more personal level. It was successful as a collaborative project; on a somewhat firm budget and limited timeline I was able to provide a baseline for further marketing materials such as website and email to be built on the client’s side. This allowed them to promote fundraising events, establish a persona, and define an ideology to connect with their customer base.