The town of Wasaga Beach was looking to refresh their brand, as the old logo was hard to scale and reproduce. They still had a fondness for the old logo though, and wanted to keep the spirit intact. This was to be a modern take on their original logo, and I took that direction to heart.

The first step in modernizing this mark was to strip it down to its basic elements. I decided to keep the flower shape as the container, to keep some brand recognition from the original. But I needed something unique to go inside, and that’s when I thought to play with the maple leaf. The longest freshwater beach in the world is a great Canadian landmark, the leaf reminds us of this Canadian heritage. The icon uses lines radiating from the centre, representing the fast growth of the town, but also invoking rays from the sun.

Once we have the branding established, we can apply all of that work into a website. These days every modern business needs a website, but the website is also your most complex brand touch point. This is where people come to learn more about you, so it is critical that your message comes across as clearly as possible.

I used the polaroid style images to reference good old memories and fun times. This speaks to the older demographic of the population.

In order to make sure your brand is memorable, you need to show off your logo as frequently as possible. The more people see it, the more they associate it with you. It is very important to be consistent in the applications for your logo.