Brand Overview

Concept Statement

"Venture into the bustling town of Canmore, and forage your own path while finding a home among the captivating Rockies."

Nestled in the Rockies, Canmore is a town that may seem peaceful on the outside, however, it is "bustling" with life and opportunity. We observed a majority of the people here are always busy doing something, like going to their second job, or meeting up with a friend in a cafe. During our research phase, we found that most of the people who live here did not grow up in this town, yet they chose to move here, resulting in the term "forage your own path". Another crucial element to the development of our concept statement was our public engagement activity, which resulted in many significant words that sparked some ideas. With our combined methods of research, we came up with key words, or feelings we wanted to convey in our concept statement.

Primary Logo

Our main logo is in black (#000000) and white (#ffffff) for simplicity, and to differentiate it from our color palette that mostly contains lighter colors. We wanted to create a logo that displayed the concept of motion, and we chose to use repetitive lines to accomplish this. One of the main ideas in our concept statement was "forage your own path". Each line represents a pathway, and the elongated letters show both motion and the idea of following your own path in life. The word "bustling" is another main part of our concept, and is shown with thinner lines and more compacted space inbetween the letters and lines themselves, while remaining legible.

Secondary Logo

The purpose of our secondary logo is for smaller uses, such as a social media logo, or certain products for visibility. It represents an arrow that connects with certain key ideas in our concept statement, such as "venture", "bustling", and "forage your own path".

Motion Graphic

This motion graphic is a good visual representation of our concept statement for the Town of Canmore. The motion of each line appearing gives the illusion of "creating a path". We made different parts of the logo appear at different times to represent that no path within Canmore is ever linear; there are always different ways to go about foraging your own path while in Canmore.

Sample Mockups

Environmental

These are designs that can be used for community posters or signage. The first poster had visibility in mind, if someone was looking at them from far away, they would be able to instantly recognize the logo. The second and third contain lines that represent pathways of different lifestyle choices people are able to make.

Print

We designed some postcards. The first one contains 3/4 of our secondary logo, as well as our main logo, with lines that represent interlocking paths in a persons' life. The second postcard contains one of our main concept ideas, with trees as visuals to solidify the word "forage".

Digital

This contains the homepage of our website. We used lots of lines to create motion throughout the page, and stuck to our main colors.

Product

We created a mug that contains our logo. It has lines that wrap all the way around the mug to show constant motion. The closeness and stroke weight of the lines below the logo creates a sense of "bustling".

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