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

andrew-neel-308138-unsplash

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.

 

THE PROCESS

Process mandala
Artboard 1-80

 

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

aneta-ivanova-776-unsplash

MOODBOARDS

moodboard-compass
moodboard-volcano
moodboard-tropical

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2Artboard 1

INITIAL LOGO SKETCHES

In order to create an abstract mark they keywords explore, volcano and tropical were deconstructed.

explore
VOLCANO
Tropical

Logo development

After considering feedback, the logomark was taken into illustrator and was refined according to further feedback.

Logo9

Containers & Borders

After the logo mark was narrowed down, different containers and borders were considered as an extra element for the logo mark.

b&c9

Patterns

Once the logo mark was established different patterns were generated to find a good fit for the brand image.

p11
Artboard 1-80

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-sampling
color-sampling1

color explorations

To see which color system works the colors were applied to the logos as well as the patterns.

FINAL LOGO

Mauna-Kea--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.

type-&-colors

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.

business.card_mockup
  • BUSINESScard
  • Envelope
  • Letterhead

BRAND GUIDELINES

The Manual to the usage of the developed Logomark and stationary system helps the client to uphold a consistent brand image.

Final Mark_Package4 1
Final Mark_Package5 2

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 

volcano hero1 1