Experience Falmouth A Brand Proposal
Contents 06 12 18 20 28 40
An Overview The Concept The Mark The Logomark The System Applications
“The sea, once it casts its spell, holds one in its net of wonder forever� Jacques Cousteau
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Introduction
Falmouth Brand Proposal
INTRODUCTION
An Overview
West Falmouth Harbor
FALMOUTH
was established by the English in 1660.
The town initially started as an agricultural community but maritime activity became the prominent economic force in the late 18th and early 19th century. Today Falmouth stands as the second largest municipality on present-day Cape Cod. It is 54 square miles, of which 19% is water.
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Introduction
Falmouth Brand Proposal
Due to its long-standing history, the town of Falmouth contains many landmarks with historical significance.
Nobska Light, 1829
The most prominent of these landmarks is Nobska Lighthouse, the town’s most recognizable landmark.
Higfield Hall, 1878
Katherine Lee Bate’s House, 1810
First Congregational Church, 1731
Bourne-Crowell Farm, 1775
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Introduction
Falmouth Brand Proposal
Falmouth’s landscape is the key unifying feature of the town. With an area of 54m², Falmouth is quite expansive. The town is comprised of many villages and smaller parts that make up the whole town. Among the largest and most recognized villages of Falmouth are North Falmouth, West Falmouth, East Falmouth, Falmouth Village, and Woods Hole.
Little Island Beach, West Falmouth
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The Identity
Falmouth Brand Proposal
THE IDENTITY
The Concept While Falmouth is comprised of many different parts and villages, each with their own unique features, the most unifying feature of the town is its landscape. The town of Falmouth is 19% water, meaning its landscapes are primarily beaches. However, the beaches of Falmouth are unique in the way that they feel. Falmouth’s beaches are vast and light, consisting of white sand and large oceans. These beaches aren’t just something to see, they are something to experience. Playing with the idea of experience, the identity focuses on portraying the mood of the landscape rather than literally depicting it.
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The Identity
Inspiration
Falmouth Brand Proposal
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The Identity
Falmouth Brand Proposal
Key Words
– Vast
– Light
– Elegant
– Tranquil
– Natural
– Experience
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The Identity
Falmouth Brand Proposal
THE IDENTITY
The Mark The logo is comprised of both a logomark and wordmark. The two work together to portray the subtle elegance of Falmouth’s landscape coupled with its roots in history.
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The Identity
Falmouth Brand Proposal
The Logomark
THE BASE
The mark is based off a slab serif typeface for elegant form and reference to history
ADDED ELEMENTS
Further customization to balance the mark and enhance overall elegance
Primary Logomark
THE FORM
Subtle wave form to suggest the town’s landscape
Reversed Logomark
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The Identity
Falmouth Brand Proposal
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The Identity
Falmouth Brand Proposal
The Wordmark
THE BASE
grounded by a hard slab serif, nodding to Falmouth’s historic origin
Primary Wordmark
ROUNDED TOPS
tops of the wordmark are rounded to contrast the slab and give it a friendlier, more tranquil feeling
STATE NAME
the name of the state appears in a simple sans serif to prevent distraction from the forms in the wordmark itself
Reversed Wordmark
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The Identity
Falmouth Brand Proposal
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The Identity
Falmouth Brand Proposal
THE IDENTITY
The System The system functions to further enhance the idea of experience and the feeling of being among Falmouth’s landscape. Through color, typefaces, and textures, the identity aims to depict what Falmouth feels like rather than literally depicting what Falmouth is.
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The Identity
Falmouth Brand Proposal
Color Palette
Type Palette
COLONIAL PURPLE
PUBLICO HEADLINE
Two shades are provided. The darker one is always used as a substitute for black and the lighter shade is used as a touch of color when needed.
Sharp serifs reference history while the soft terminals nod to the forms in the logo and wordmark
headers
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%&*,. the quick brown fox jumps over the lazy dog
body text
CALIBRE
The round geometric forms provide contrast with the slab serif in the wordmark and the seifs used for headers
WHITE BEACH
White Beach should be used in place of the color white to keep the warm friendly feeling of the brand
CAPE CRANBERRY
Cape Cranberry should be used for accents only
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%&*,. the quick brown fox jumps over the lazy dog abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%&*,. the quick brown fox jumps over the lazy dog abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%&*,. the quick brown fox jumps over the lazy dog abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%&*,. the quick brown fox jumps over the lazy dog
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The Identity
Falmouth Brand Proposal
Textures
The textures represent abstract beach landscapes through the use of color and mark-making. These textures can be used across applications of the brand material.
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Falmouth Brand Proposal
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Falmouth Brand Proposal
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The Identity
Falmouth Brand Proposal
THE IDENTITY
Applications The following shows how the brand identity can be applied across a variety of different applications.
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Falmouth Brand Proposal
Signage
Primary Town Sign
THE BASE
grounded by a forms that reflect the slab serif wordmark
Beach Signage
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Falmouth Brand Proposal
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Thank you!
Project by Stefanie Bazarian 2016