Inspired by the brown and yellow trail markers found throught the Adirondacks, the identity proejct began with a clear vision, but flexibility in the details. The first round of designs included variations on the font - how to keep it faithful to the inspiration, but unique and proprietary?

Though a straight-forward sans-serif was referred, several hand-outlines and nature-inspired alternative options were considered.

Confirming that the simple sans-serif was the way to go, the next round of design investigated appropriate iconagraphy to fit within the logo. After exploring numerous nature- and camping-related options, the choice of oars was explored further.

Final mark A, for generic purposes, identifying the company specifically

Final mark B, including the year of establishment