This was a rewarding project. We were asked to help create the mark for the Southwest Louisiana Lodging Association, and there was no existing logo in place. I met with the client, and gained a better understanding of what they are about. Essentially, they are the regional voice for the lodging industry, primarily representing hotels, casinos, bed & breakfasts, and campgrounds. My initial idea was to play on the mobile map markers that we see in Google Maps, and MapQuest, but somehow modify the design to show the unity of these four sectors that the Association represents.

I sketched out a few ideas on how this might be done, then worked directly with my wife (a talented designer in her own right) to craft a design that would be simple, yet effective as a complete branding system for the Association.

She was able to take my initial direction and bring the icon together in a way that completely worked, and represented the Association's mission rather well. During the design process we thought it would be interesting to come up with a modular logo design, where the mark would change from application-to-application. Our thoughts were that if the core elements that make the design truly work remained intact, then the design could shift while retaining the brand signal.

Once we felt that we'd created the variety we were looking for, I was tasked with creating the style sheets that would show how we envisioned the new mark in use as branding system. We always include style sheets in as a part of our logo-pack service. I took a bit more care with this particular set, as I really wanted to show the client how we came up with our concept, and truly illustrate how it could work as a well oiled system.