Logo Design: design a logo for Mountain Living, an outdoor gear store
Duration: March - April 2021
Team: Individual project
Tool: Photoshop, Figma
This is a logo for Mountain Living, an outdoor gear store that provides equipment for camping, fishing, hiking, etc. The logo delivers the image of a warm and reliable place in the wild.
I was responsible for designing a logo that is suitable for the signboard and printed on products such as packaging boxes and paper bags.
To design a logo tailored to the store and increase the brand identity, I analyzed the data from Google Trends. I found out that camping is the activity the majority experience and enjoy.
02 IDEATION & DRAFT
To recall viewers' memory of camping, I intended to present a picture related to camping in this logo.
I first drew a circle to represent the sun and a triangle to represent a mountain. However, it was not intuitive enough from the result of user testing.
03 DESIGN & ITERATION
Instead of drawing a curve-top tent which is more common nowadays, I used the triangle shape because it feels natural and naive.
Additionally, I simplified the element used in this logo to increase the propositional density (an icon with higher propositional density is proven to be more memorable).
In this logo, there is a tent with light inside. The light is emphasize by the background color, using a principle of figure-ground.
Additionally, I let the two lines cross each other at the top of the tent to enhance the image of nature as it is how the tent was built.