MAUNA KEA
branding project
YEAR
2018
CATEGORY
graphic design
PROJECT ROLE
visual designer, brand strategy, research, creative director, photographer
OVERVIEW
The objective of this assignment was to create an abstract mark in relations to a key operative word, using geometry, grid, and abstract shapes. This abstract mark had to be fully developed along with an accompanying pattern. These designs were then applied to a stationary system and paper bag.
The Story
Within the category of nature, I decided to go for the keyword volcano as I had been living close to an active volcano in Japan for one year. Inspired by the beauty of this natural force I wanted to create an iconic symbol that is clean and simplistic.
At the same time, there is something magnificent about volcanoes; they created the atmosphere that we need for breathing.
– Werner Herzog
CHALLENGES
It was challenging to create an abstract mark that represents a volcano without going back to using the very obvious and literal erupting mountain.
SOLUTIONS
In order to distance my mark from the literal representation, I chose to use geometric shapes that represent the overall shape as well as the key operative words such as erupt, vent, or triangle.
RESEARCH
TARGET AUDIENCE:
Adventurous, nature friends, volcano enthusiasts, travelers, explorers
The Mauna Kea brand offers summit tours to the volcano of Hawaii. As such the brand is targeting mainly young, adventurous people, that like to explore and be out in nature.
AUDIENCE NEEDS:
The audience is mainly young and loves to explore, as such it was important to design a visually interesting and modern aesthetics. This has been considered in the geometric shape of the logo, as well as in the nature of the patterns and its relation to icons. Further, considering their passion for nature as well as adventures the colors are a combination of the greys of volcanic ash in contrast to the bright orange of liquid lava
MOODBOARDS
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INITIAL LOGO SKETCHES
In order to create an abstract mark they keywords explore, volcano and tropical were deconstructed.
Logo development
After considering feedback, the logomark was taken into illustrator and was refined according to further feedback.
Containers & Borders
After the logo mark was narrowed down, different containers and borders were considered as an extra element for the logo mark.
Patterns
Once the logo mark was established different patterns were generated to find a good fit for the brand image.
VISUAL RESEARCH
To create a local color palette, for the abstract logo mark, research was underdone on different volcano images. Colors were sampled from those images.
color explorations
To see which color system works the colors were applied to the logos as well as the patterns.
FINAL LOGO
Final logo
The final logo was chosen because of its simplistic, geometric shapes that still tie back in with the original nature of the volcano. This is further supported by the choice of the color palette.
PACKAGING APPLICATION
different paper bag options were created by using the logos and patterns that were created along with the final picks for the color scheme.
Final bag refinement
After getting feedback on my bags I decided to go for the color system I had picked for my final logo and apply it to the first bag layout.
FINAL BAG
Final Bag
The final bag was refined to be simplistic, clean and memorable. The side panel displays the icons that make up the pattern of the inside and mimic the vertical movement of the volcano itself.
STATIONARY SYSTEM
Business card, Envelope & Letterhead
A stationary set consisting of a business card, a letterhead and envelope was developed through testing different placement and orientation of the Logo and pattern.
BRAND GUIDELINES
The Manual to the usage of the developed Logomark and stationary system helps the client to uphold a consistent brand image.
Merchandise development
I developed a hat and T-shirt that could be sold by the Mauna Kea centre. This way the centre could make some extra cash for maintainance cost of the national park area.
THE BRAND MESSAGE
modern – simplistic– geometric – bold – clean – recognizable
VALUE PROPOSITION
Having lived near an active volcano for one year has given me many insights into the nature of volcanos. I was able to combine the more predominent colors of ash with the very recognizable and iconic bright orange of liquid lava to create an interesting color palette Further I created the geometric logo mark to be simplistic, versatile and timeless
