Freelance client work for a couple who own a lakefront home in Long Lake, NY. They were looking for a clean and comfortable mark that wasn’t of the typical adirondack aesthetic. Something clean and uncluttered, but not contemporary – a design that would not feel dated in a year or two.
I started with thumbnail sketches and had a few meetings to settle on the tone of the piece. They wanted something that captured the tone of their accommodations – professional, clean and authentic but not stuffy or pretentious. Something that would feel comfortable for everyone. We started with a custom logotype concept that became a combo mark.
We decided a “letter O” motif would work well. The shape would represent the name of the establishment – Overlook – and feature a lake scene with a tree. That idea was simplified until we arrived at a simple oval shape with a tree in the negative space. The final brand mark is simple. The accompanying type was set in Charter and the primary and secondary marks work in a variety of sizes and on different media – linens, correspondence, signage and merch.