Community Branding - Rocky Bend
In collaboration with Kailtin Laine
This graphic design project was a collaboration between myself and Kaitlin Laine, aimed at developing a cohesive and recognizable brand for a fictional neighbourhood development called Rocky Bend, located in Calgary. The goal was to create a visual identity that would resonate with potential homebuyers and reflect the unique character of the neighbourhood.
To begin the process, we imagined a target audience and a vision for the neighbourhood. Based on this, we developed a logo and colour palette that embodied the area's natural beauty and outdoor recreational opportunities.
We also created a newsletter template, which showcased the brand's message and created a consistent look and feel. The newsletter included information about the neighbourhood's features and amenities, as well as updates on construction and development progress.
The end result was a successful community branding project that demonstrated our ability to create a strong and effective visual identity for a fictional development. Our collaboration allowed us to bring a variety of skills and perspectives to the project, resulting in a cohesive and engaging final product. While Rocky Bend was a fictional neighbourhood, this project serves as an example of how effective branding and design can help create a sense of community and attract potential customers or residents.
Research Map
Process
Below are all the renditions that we came up with for the logo of our brand. They are all the ideas we thought of while working on this project. Each one of these logos has some sort of fluidity to it to represent the water in the area.
Design Rationale
Vibrancy
Animated Logo: The text and graphics appear to fill a blank space as if it is coming to life.
Secondary Colour Palette: A deep maroon and plum colour to complement the sensual side of Rocky Bend (as discovered in primary research).
Tranquility
Primary Colour Palette: Blues, greens and grey are the primary colours of the palette, all earth tones influenced by the connection to nature.
Typeface: A relaxed serif font, with various weights to allow for structure to be supported by the weight of the text
Animated Logo: The curved line in the logo is representative of the river bending along the neighbourhood, connected by the river trails that bring the community together.
Unwind
Logo Font: The typeface used was to feel like the river trails in the Rocky Bend that so many residents frequent, whether it's with their dog, or getting away from the vibrancy of the area.
Brand Name: "Rocky" was chosen as Rocky Beach is becoming more known in the area as a destination to get away from the vibrancy of 4th Street. "Bend" is representative of the bending river and the winding paths.
Concept Statement
Rocky Bend was inspired by the need for separation from 4th Street in the area. Many people often associate Mission with the vibrancy of 4th Street. As a result, many of the characteristics of the area that so many people are drawn to are lost. Instead, creating a Mission District on 4th allows this association to be stronger, while allowing Rocky Bend to set its own narrative about the look and feel of the neighbourhood.
For many living in Rocky Bend, the central location is a primary factor for choosing to live in the area. However, the deciding factor for these people to choose Rocky Bend over other areas is the proximity to the river and trails throughout the neighbourhood.
Rocky Bend is where the tranquillity from the nature that surrounds the area meets the vibrancy of 4th Street and its proximity to downtown. It is an area where the residents can unwind and get away from the busyness of the city.
Brand Application
Community Newsletter Example
Brand Overview
Primary Logo
Animated Logo
Small
Icon
About These Logos
These logos use the colours green, blue and grey from the colour pallets to connect to the design research and branding portion of our project.The logo variations were made so that they can be placed on different things in order to expand our capabilities of placement of the logos.
Logo Variations
Primary Logo
Monochrome
This logo is to be used only when colour is not available.
(ex: black & white printing)
Positive
Only to be used on a dark/black background.
Small Logo
Monochrome
This logo is to be used only when colour is not available.
(ex: black & white printing)
Positive
Only to be used on a dark/black background.
Icon Logo
Monochrome
This logo is to be used only when colour is not available
(ex: black & white printing)
Positive
Only to be used on a dark/black background
Mockups
Visual Style Guidelines
Colour Scheme
We chose these colours based on our design research and our own observations of the area and its atmosphere. These colours represent the area and what the brand means. The blues are to represent the water in the area, the green is to represent the nature that is so close to all our doorsteps, the grey represents the river and bike pathways that go throughout our neighbourhood and the purples and maroon are to complement the green and blues and represent the fun and vibrancy in the area.
Clear Space Requirements
Primary & Small Logo
The minimum clear space required for the logo is equal to the height and width of the "o".
Icon Logo
The minimum clear space required for the logo is equal to the radius of the circle.
Typefaces
The typeface featured on Rocky Bend's logo is All Round Gothic.The primary typeface to be used in print, publications, online is the Filson Soft family.This font contracts the curve and flow of All Round Gothic, but provides structure needed for larger amounts of text, all while maintaining the same softness as the logo typeface.For instances where Filson Soft is not available (example: email or web), Century Gothic is to be used in place of Filson Soft.
