t
Project Summary
This project entails the development of a brand identity for a South African park, space or place. Creating a brand that complements the chosen park, highlighting and celebrating it through a well-considered logo and visual language. The parks and destinations are already visually inspiring in their own right, so it is important that the visual language taps into what makes this park unique. The chosen place is the Cradle of Humankind.
Deliverables
Brand strategy:
- Brand tone
- Brand mood board
Visual assets:
- Logo system
- Typography
- Colour palette
- Graphics, imagery, illustration, iconography
- Grid or layout structure
Design applications:
- Business cards
- Branded collateral
- Merchandise and promotional items
- Signage and wayfinding
Design Strategy
The design solution proposed offers and alternative interpretation to the Cradle of Humankind and human evolution by not using the cliche concept of the transition from ape to homo sapiens but rather an increased focus on bones. The bones are used throughout the entire identity to really ground the concept with what the cradle of Humankind is and what it's main attraction is.
This brand is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world, but to then share that understanding with others. They guide others to information that will give them true understanding of where they come from. It values discovery and assists you on that road to discovery. The mission is to unlock the complexities of the universe, to bridge the gap between the ones gone and the ones that remain. It has a love of breaking down complex concepts to share their knowledge with other people.
The brand tone and vision is to seek information and knowledge through research, objectivity and diligence. To help guide individuals on the journey of discovery and help them reach a point of being educated, in the know, encouraged to think, reflect and have wise and robust conversations.
Social media gifs
