Role
3rd Year Student
Timeline
Autumn Semester 2022
Description
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.
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/94240bc4-0e2a-4868-b6de-aace5a50ed91_rw_3840.png?h=a09486326697eac700475483940f7428)
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.
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/af87cc04-4ca4-43a9-a01c-b4eaa93ca546_rw_1920.png?h=9ef62c995a2fe932f8ae088f647c3633)
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/8c930917-4b23-46a7-9db4-8320d4003a8b_rw_1920.png?h=9699e2834393b06ec5575c548ee5af50)
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.
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/5f8c308d-9813-4941-b271-c91f1bfbec77_rw_1920.png?h=cb41c550c754dd75a941e48bad85a57c)
Color Variations
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/253e8278-7e11-4ee5-95e0-03c2504f365c_rw_3840.png?h=9f6a376bf245f07ce639212c95d53b3b)
Typography, Systems, and Animation
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/b6702780-3b0e-4778-91d2-4782e74cf7f0_rw_1920.png?h=03516a112eb8f687ff1cf4a92d3ef4b0)
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/f24b8bb6-6b35-4612-9dc8-d8548444b03a_rw_1920.png?h=addb640e33d11d508530e777ec146736)
![](https://cdn.myportfolio.com/b4d0c47f-a8fd-42bd-9c4e-a96e3235f191/0f931966-6ec6-4e85-b9f0-1f114fba8415_rw_3840.png?h=33d3c168e3870215c167659a3f262bc1)
View how I applied this brand identity to stationery, media, and more in the final booklet!