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).
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.