A work in progress, this one, and to date we have narrowed it down to the two on the left.
The owner/creator of this little gem of a business, Jared Brassfield, approached Fuchs Graphics needing to establish an identity. A logo design had been created already, but nothing was etched in stone.
What was known was that he needed a logo and that he wanted it to be strong and stand out from all the other backpacking companies out there. During our Creative Brief session it was mentioned that a tree, balanced with plume and roots, would be strong -- like the "Tree of Life" -- to reflect the strength and health that goes hand in hand with anyone who enjoys backpacking and hiking.
After the meeting was complete the ideas started to turn into design comps, which turned into more structured and defined logos. Multiple options, as you will see below, were submitted for choosing with some of the strongest being further developed into vector images. All just the beginning of a fantastic process. |
