Logo Design: design a logo for Mountain Living, an outdoor gear store

Duration: March - April 2021

Team: Individual project

Tool: Photoshop, Figma

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Project Overview
OUTCOMES

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.

MY ROLE

I was responsible for designing a logo that is suitable for the signboard and printed on products such as packaging boxes and paper bags.

01 RESEARCH

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).

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04 FINALIZED DESIGN

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.

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APPLICATION SHOWCASE

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