HORIZON
Horizon is a fictional outdoor equipment brand that focuses on Aboriginal culture and aesthetics. It inspires customers to enthusiastically explore the outdoors and connect with Aboriginal history.
Creature Mark
This projected entailed development of an abstract creature mark. A creature of our choosing should be translated through the use of overlapping shapes and lines.
Research
The eastern grey kangaroo is native to the eastern part of Australia and is known for strong leaping abilities as well as carrying their young in a pouch.
Sketching
These studies explore their movement and anatomy, focusing on facial structure and silhouette.
Digital Iterations
This process explores various simplifications of silhouettes and poses.
Refinement
Final
Creature Mark Phrase
This portion of the project introduces color, type, and a grid structure to use for a scene. The kangaroo is leaping through a barren desert similar to its natural habitat. The type was placed thoughtfully in relation to the fibonacci grid structure provided.
Final Image
The final image reflects the natural habitat of the kangaroo with warm colors reflecting the arid climate and flat desert. The short phrase "Lording across the desert sands, the kangaroo jumps... but where will it land?" is placed in relation to the grid structure. "Jumps" has been dynamically positioned and sized to emphasize movement across the page.
Brand Development
The kangaroo wordmark was then applied to the outdoor equipment brand. A kangaroo is a symbol of strength and energy, both of which are associated with exploration and the outdoors, making it an appropriate icon to use for the brand.
Word Mark Sketching
The ideations of the wordmark include thoughtful considerations of shape and patterns, and how this relates to the kangaroo mark. Such ideas include the continuation of the stripes seen on the kangaroo's belly.
Digital Iterations, Introduction of Color
The final wordmark is relatively simple, emphasizing circle shapes reminiscent of the sun, usually clearly seen on the desert horizon. The tagline "The Art of Adventure" was also added to emphasize the focus on aboriginal art and the outdoorsy style of the brand.
Wordmark Reveal Animation
Moodboard & Patterns
In order to make appropriate designs, the feel of the brand was created using a moodboard. Horizon focuses on the medium ochre that is used in Aboriginal art: natural-colored pigments taken from the earth.
Pattern Images
These patterns are graphic representations of various aboriginal works. The bolder and exact shapes set it apart and gives it a contemporary feel while still practicing the same techniques used in aboriginal art.
Marketing Materials
