Design Development

Research Map

To create a plan on how we could create a visual identity system for Canmore, we started with a map of our research on Mural, shown below, where we could both put our own individual findings and thoughts down. From this, we drew inspiration and were able to further develop a concept statement that represents the town of Canmore.

We both think photo ethnography is a super powerful tool to understand how a certain demographic of people go about their daily lives. The various pictures we took of the environment in and around the town really captured the atmosphere of the area and told us that this place is the one to go to to take it easy and find your own path around nature.

To look at our Mural in more detail, click this link below:

https://app.mural.co/invitation/mural/info26738851/1673140949541?sender=u9ecc74a068d4bc1083a97305&key=a22a42ca-898b-4f82-8fd9-b6505955d38b

Public Engagement Activity

To get a more intimate sense of how people in Canmore live and the opinions, good or bad, they have of the town, we decided to create an interactive display to gather people's thoughts. Two posters were put up on areas we thought would see lots of eyes and foot traffic from all sorts of people, asking people to describe Canmore in a few of their own words. The results we got were very mixed, some people had good things to say, others not. We considered everyone's response to complement the other research we did as we continued to develop our concept statement and brand image

Design Iterations

Early Sketches

Most of the early sketches we completed focused on creating the concept statement and the primary logo design. We went through a lot of iterations for the logo, shown below, while for the concept statement, we had a more solid idea of what we wanted to go with that represents Canmore, based on the large amount of research we completed while we were there

Digital Refinements

We discovered our final primary logo design through digital iteration. Along with the logo, we also determined aspects like related typefaces and visual elements that we thought represented our findings as well.

Fonts

We tried to find a good variety of fonts that mixed both elements of old-time serifs and more modern sans serifs styles. Our rationale behind this was we thought this would be a good way of representing the wide age range demographic within Canmore visitors and residents that we saw during our research time there.

Rationale Chart

Concept Aspect

Design Component

Representation

Venture

Extended lines in logo

By extending the legs of some of our letters, it creates arrows, resulting in a feeling of going in your own direction. The several extensions also draws your eyes in multiple directions when following the formation of the lines, this relates to the idea of "foraging your own path".

Bustling

Spacing and stroke weight of the multiple lines in logo

We wanted to create a feeling of "bustling" so we used thinner lines combined with tighter spacing of the lines as well as the letters. The stroke weight of the lines were adjusted to be compatible with the spacing in order for legibility of the logo.

Forage

The two green colors

Our main color was a dark green and for many components in our identity system, we paired it with a light green. These colors help develop a sense of being in the forest, which connects with the idea of foraging.

Path

Multiple continuous lines

We decided on having lines that make up the letters in our logo as a metaphor for multiple paths a person can take. Each set of lines equals one path.

Captivating

Typeface for logo

The typeface we used for the logo was Elza Text Semibold. We chose this sans serif type as our base to be able to create more lines, ending up with a bolder logo to easier capture peoples' attention.

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