Southern Exposure - Logo design

Goal: Capture pure adventure and market leadership with a new logo design.

CASE STUDY

Southern Exposure

ROLE

Brand designer

PROJECT

Southern Exposure is a lifestyle brand that prides itself in being the leader in adventure education and nature-based tourism. The goal was to create a logo that connected the company with outdoor adventure in a way that made it look like the true leader in the lifestyle and tourism categories.

SERVICES

Logo design

Style guide

Business collateral

Apparel design

Brainstorm exercise

Mind mapping facilitated the generation of concepts for logo marks to pair effectively with type. Exploring various fonts using brand-relevant filters inspired ideas for a typographical approach to the logo design.

Opportunity: Use an abstract logo icon to represent multiple outdoor activities.

logo design

I initially sketched a 3-part graphic that used iconography that visualized swimming, cycling, and running, since these were main activities hosted by the company. A bold, uppercase typeface for the logo illustrated stability and established the company's prominence in the industry.

Style guide

After finalizing the logo, vibrant colors formed the foundation of a bright palette favored by outdoor enthusiasts. Fonts were limited to one header and one body style.

Opportunity: Ensure scalability in print and digital formats essential for company applications.

The new logo exhibits adventure and leadership in a global marketplace.

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