Contour Hiking App
Project role: Logo, Brand Identity
Contour is a concept for an app with the goal of helping users discover nearby hiking trails. The challenge was to make a brand for the younger to middle-aged demographic. As well as making a brand that is focused on nature and the outdoors while also making it modern and technological. Everything about this project was made with screens in mind.
The Logo
I felt it was important to incorporate actual elements of nature. The shape within the pin
is an outline of the summit of "Lookout Mountain"
in Georgia: the client's favorite hiking spot.
Rough Drafts
Final Design
Visual Language
"Arvo" was used as the primary type. I chose agood slab serif
that works well on screens. Slab serif was chosento connotate imagery of the frontier while still maintaining a modern look.
The geometric letter shapes were selected to mirror the contour
line design element. While the letters arelegible, some numbers
are hard to read at a distance. Roboto was chosen as the secondary type to alleviate this issue.
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A monotone jungle green color palette was chosen to stay
simple while evoking nature's imagery. I decided not to use
a pure white background color so that light mode wouldn't
be so harsh on the viewer's eyes.
Brand Application
Below is a visualization of online advertisements for the company. The idea is to inform people the benefits of using Contour.
Merchandise
Below is a typical list of merchandise that can be bought in the store. The items were chosen based on typical gear that would be brought along for a hike.
Software used
Photoshop
Illustrator
Blender
Image credits
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