Sitiuation
Loon Lake Resort is a peaceful and modern resort in Vergas, Minnesota. The old logo was very outdated and didn't show how this was a brand that stayed up to date. The old logo also felt hard to trust. The new logo needed to be updated to reflect the modern and quiet feel of the resort. It needed to be memorable and welcoming, while not being obnoxious or intrusive.
Task
The task was simple. Create a new logo that is friendly, modern, and fit the feeling of a resort / cabin. The logo also needed to incorporate a loon.
Action
The first thing that was done was playing around with the typography. After some experimenting, the font Chippewa Falls was decided on because of the cabin type of feeling it gives off. Not long after that, the color palette was chosen because it is warm and friendly, as well as modern. The loon was incorporated into the "L" in a way that is still noticeable, although it isn't over bearing. Lastly the trees in the logo puts emphasis on the fact its a cabin / lodge.
Result
The final logo does a great job of staying friendly and modern. It fits the cabin feeling very well. An area that could be improved on is the logos ability to be scaled.
