01 Branding and Identity | Brand Strategy | Cascade

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01 Branding and Identity: IOW 400.2

Cascade

Project Summary

This project required us to develop a brand identity for a South African park, space or place. We had the option to either choose to brand the entire park or determine a specific aspect of the park that we wished to showcase. A brand identity should be created for that specific park which highlights and celebrates it through a well- considered visual language and logo. Through using a unique aspect of the park as inspiration, a distinct brand should be created accompanied by visual assets which can translate a type of experience aimed at a specific target audience.

Technical specifications and deliverables

Visual Assests:

a) Full colour logo

b) One colour logo

c) Logo clear space

d) Logo in most simple form

Typography:

a) Primary and secondary typography

b) Layout specification

Colour Palette

Graphics, Imagery, Illustrations and iconography

Grid and Layout structure

Business Card

Brand Collateral:

a) 1 X Printed Collateral

b) 1 X Social Collateral

c) 2 X Merchandise and promotional items

d) 2 X Signage and Wayfinding

Rational

Inspired by Mount Sheba, found in Mpumalanga, this brand is one like no other. The logo is inspired by one of the many mushrooms the region is best known for and symbolises the contour lines found on some of the mountain ranges in this beautiful place.

Cascade is a brand that supports and nurtures the adventurist needs of people. It is a unique brand who takes your daily fears and frustrations and transforms it into enthusiasm for the outdoors. Our aim is to bring you peace and rekindle your love for the outdoors with every route you take. The focus of the brand is to get people to go outdoors more often, find hiking routes and celebrate the beauty of this area and many others like it.