Hartbeespoort Dam
Suburb Branding
In the project, I’m redesigning a suburb, specifically Harties, located in the North West province of South Africa. The rebranding includes developing a comprehensive brand identity encompassing a logo, colour palette, icons, map and brand stationery.
The purpose of the rebranding is to revitalise the image and to attract tourists and residents. The goal is to create a positive image that appeals to residents, tourists and businesses. The new brand seeks to capture the essence of Harties as a nature destination with open spaces, water and wildlife, making it an appealing getaway for visitors from the surrounding areas.
Visual Analysis
Logo Planning
Final logo
After conducting research, I decided to use a wordmark for the logo. The design incorporated elements reminiscent of the Roman-style columns found on the Harties bridge. This bridge has a rich history and is a landmark of Harties. The H in the logo represents the columns and can also be used separately as a secondary logo or submark.
Logo Grid
Final logo in colour
The final logo colour can be changed to one of the brand's colours.
Secondary Logo
The secondary logo can stand in for the full logo wordmark.
Typography
Colour palette
The colour palette selection is based on the elements that define Harties. The chosen colour palette for the Harties rebrand consists of four main colours: Green and blue (representing the dam and water), Green and yellow (reflecting the open fields and spaces of Harties) and grey used as a neutral colour. The primary colours of this brand consist of blue and green, while yellow and grey serve as secondary brand colours. Each of the colours consists of various shades for marketing purposes. The overall aesthetic captures the vibrant nature and vibe of Harties, appealing to its target audience.
Secondary Illustrative Elements
Illustrations have been created that were inspired by the Roman-style columns in Harties. These illustrations complement the logo and can be used alongside or underneath it, contributing to the brand’s identity. These sketches can be used in any of the brand’s colours and shades.
Brand Illustrations
Logo and Colour applications
These posters serve as a variety of logo applications that can be used with the brand colours and illustrations.
Icons
A set of twelve icons was designed, representing various tourist attractions around Harties. These icons mainly consist of an illustrative style inspired by the style of the Harties illustrations. It contains bold lines with minimal details to aid in the scaling of the icons. The icons serve to indicate attractions such as markets, shopping centres, aerial cableways and other key attraction points in Harties. The purpose of the icons was to use them as indicators for attractions all over Harties by making them recognisable. This was done by taking pictures of the attractions and copying the shape of the attractions into a sketch form.
Map of the Area
A basic map was created. to showcase the general area of Harties. The icons created for this brand were incorporated into the map. The map provides an overview of the area, highlighting major attractions, the dam and the main roads, offering a visual guide for tourists.
Corporate stationary
Corporate stationery was developed for the communication director of Harties. This serves as a template for future stationery that can be created for everyone on the team. The stationary created consists of a business card, email signature and letterhead all featuring the newly established brand identity, ensuring consistent and professional communication. . The stationary has an illustration of the Roman column bridge along with some design styles used in the logo.
Outdoor Media Mock Ups
The End
