PECAN SQUARE
BRAND DEVELOPMENT PRESENTED TO HILLWOOD COMMUNITIES | OCTOBER 20, 2017
THE STORY A new place is coming to Northlake. But we like to say it has an old soul. One that remembers what living in a classic Texas town is all about. The Fourth of July parades. The Friday night football games. With an honest-togoodness town square, where friends will gather for good-old-fashioned conversation. This is Pecan Square. A place for those who believe in the power of community. Who believe that nature nature is essential to human nature. Who find that town is better when there’s a little country mixed in. People won’t just live here. They will convene here. They will create here. They will do business here. Enjoy the great outdoors here. Foster deeper connections with friends and family here. Something special is coming to life here. And it’s all about giving the next generation what we had. But better.
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P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
THE NEXT LEAP FORWARD The origins of this brand were formed on two late nights earlier this year. During the most collaborative and productive development and brand think-tank sessions we have ever been a part of. Really, it was an inspiring experience that led to a great start for this brand. And now we are in the mode of taking this brand to market. Thinking deeply about creating a brand foundation and logo vocabulary that will set this brand up for success in a variety of applications. Our next leap forward is about making a strong connection to the people who will spend time here. WHY NOT THE OLD MARK? • Emphasis is on the wrong word • “Pecan” gets lost at small sizes • “P” is too decorative • Fonts are basic, off-the-shelf • Lacks logo vocabulary + What you see is what you get + No icon to isolate + No horizontal version • No spirit – sits flat
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CONCEPT ONE COMMUNITY TREE • Source of life • Clean lines, simple forms • Contemporary • Familial connection to Harvest •
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P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
COMMUNITY TREE • Source of life • Clean lines, simple forms • Contemporary • Familial connection to Harvest 5
P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
VERTICAL
HORIZONTAL
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CONCEPT TWO HERITAGE TREE • Rooted • Soulful spirit • Handcrafted with a contemporary sensibility •
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HERITAGE TREE • Rooted • Soulful spirit • Handcrafted with a contemporary sensibility 10
P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
VERTICAL
HORIZONTAL
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CONCEPT THREE THE AMERICAN SPIRIT • Room to roam • Optimistic and friendly personality • Town meets country • • Symbolizes the American Dream of owning your own space and everthing that comes with it •
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THE AMERICAN SPIRIT • Room to roam • Optimistic and friendly personality • Town meets country • Symbolizes the American Dream of owning your own space and everthing that comes with it 15
P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
VERTICAL
HORIZONTAL
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LOGO OPTIONS
PRIMARY COLOR PALETTES
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BRAND IN ACTION
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BRAND EXTENSION
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LOGO VOCABULARY
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TEXTURES
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APPLICATIONS
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COMMUNITY TREE
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HERITAGE TREE
THE AMERICAN SPIRIT
P R E S EN T ED B Y S T R A DA | O C TO B ER 20, 2017
GRA ZIE