A brand identity system for the adventure tour company Outbound. The company provides guided trips and outfitting services in the Boundary Waters Canoe Area on the border of Minnesota and Canada. A marketing campaign was also created to accompany the logo.
PROCESS: The logo design process is documented above. The orange line traces the evolution of the logo from the initial concept through to the final mark.
LOGO: The Outbound logo incorporates the key aspect of any excursion; the canoe. The icon is based on the style of an “Old Town” canoe which is one of the most recognizable brands encountered in the Boundary Waters Canoe Area. The design maintains a level of simplicity which allows the logo to be equally effective at large and reduced sizes, as well as reversed on a dark background.
TYPE: The type is poised to add an element of perspective which parallels the perspective in the canoe icon. The font used is League Gothic.
COLOR: The color scheme is harmonious blend of neutral earth tones and vibrant cyan hues which complement many of the colors seen within the Boundary Waters. A sense of calm serenity is the intended association.
