3rd Year Student
Autumn Semester 2022
This project focuses on creating a new brandmark and visual system for the American Hiking Society.
The Final Booklet
The Details
I analyzed competitors' brandmarks and created iconic, indexical, and symbolic marks based on words that represented AHS.

Next, I created 6 marks based on the iconic, indexical, and symbolic sketches. I then chose three marks to further refine: the footprint outline, the crossed hiking poles, and the American flag boot.
At this point, a review was conducted and I narrowed my choice down to the crossed-poles mark and continued my refinement.
I conducted a short survey about my mark and the below chart shows the results. I also outlined exactly how to recreate my mark using a grid.
Color Variations
Typography, Systems, and Animation
View how I applied this brand identity to stationery, media, and more in the final booklet!
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