World Heritage Site
The World Heritage branding project involved the creation of a logo and consistent brand identity system which communicated the key cultural and natural features of a UNESCO World Heritage Site. Initially when working on this project many of my designs for the logo and colors were jagged and dark colored in order to reflect the dark rainforest which encompassed the park. I found the elements aesthetically appealing, but they would have been unpalatable for potential visitors to the park. Once these problems were worked through, the challenge was to create an intuitive layout and hierarchy system across the various elements which incorporated the brand identity system, which I accomplished.
The Process
Alongside some typographic logos, I experimented with logo designs until I found a successful form.
When creating the series of Pictoral Mark logos for this project, I was initially drawn to the outline of tasmania itself being the main componoent of the logo, with interior elements.
At first I had the logo containing trees representing the temperate rainforest of the park.
These trees were too jagged and sharp, making the park look perhaps scary and unappealing.
Ultimately I decided upon including a Tasmanian Devil on the logo, an animal which is only native to Tasmania and which can be found within the park.
The original color palette included dark green for the forest and bright yellow coloration. These were too harsh and wouldn’t make people want to visit the park.
I updated the color palette and changed the logo so that it would be less intimidating.
I smoothed out and simplified the logo design, enlarging the Tasmanian Devil. Now the logo is more easily recognizable at different scales.
The logo on the back was too large, creating confusion as to which is the front.
The photos on the front over cluttered the composition and took away from the interior images.
The next iteration of the logo focused in on the Tasmanian Devil even more, but had too much unnecessary detail and would have been harder see when small.