So it was great to have an opportunity to develop a logo/wordmark for Tofino, in close collaboration with Strategy Director, Caroll Taiji of Taiji Brand Group.
The challenge: to capture the Spirit of the Place – wind, waves, sun & mist – magestic rainforests and surreal bogs – a natural and elemental place. In the middle of it all, a unique town with a personality all its own. What an honour and a challenge – and how to represent all that in one wordmark?
It needed to be textured, gestural, completely original – in keeping with an area shaped by weather and the elements and inhabited by hardy, adventurous souls. Using India Ink, folded pens and a wide ruling pen, I wrote. And wrote – trying to capture the essence of wind, surf and trees. I used smooth and rough papers, but watercolour paper added appropriate resistance and natural texture to the work.
Here's some of the roughs – Caroll marked her favorites with a heart: