This was a freelance project for a client looking to have a family brand after recently buying a boat named Algonquin; the boat became the inspiration for creating the brand. The concept for the logo was to focus on their love for skiing and sailing; the name Algonquin came from their favorite black diamond ski trail. Taking these ideas, I incorporated the use of triangles to create a symbol that looks like both a diamond and a boat. The logo is geometric and simplistic so it can be easily used on multiple deliverables (t-shirts, baseball caps, etc.).
Two different colors are used to make the distinction between a boat and a black diamond: red and black. Keeping in mind the concept of a black diamond, black is the primary color out of the two. The red is used in the smaller triangle that is symbolizing the jib of a boat.
There are three different logos that can be used for the brand, depending on where it is going to be placed. There are two primary logos, one only with the symbol, and another with "Algonquin" typeset next to the symbol. Two primary logos were created after keeping in mind that the logo is going to be placed on a boat and the name must be visible as well as the symbol. The secondary encompasses both the symbol and type of the logo, however "Algonquin" is placed between the top and bottom half of the symbol. This logo was created if the symbol and name wanted to be used, but not take up as much space as the primary logo.
