The objective of this project was to promote tourism by creating a modern, fun, and appealing brand identity for Sedona, Arizona that also incorporated the Southwestern style traditionally associated with the city.
Before beginning to design Sedona's logo, I extensively researched the city, including its history, geography, flora & fauna, and current attractions.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/20cb0afd-765d-44ed-bb8a-24385e6252f1_rw_1920.jpg?h=4ee961654e6fc72794dd6387a08c1f66)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/360bb638-2f84-40f0-b444-3ba9f420886a_rw_1920.jpg?h=170f2b820bb82b3b3af2431c46dac384)
I then developed word lists to explore themes based on Sedona's geography, culture, and the word “southwestern.”
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/11f9ed5d-efda-4679-aecf-f3816d6b29a7_rw_1200.jpg?h=06c8599498793ffa03fe92c335639d2d)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/a28b5005-9b74-4664-8157-cbd747453573_rw_1200.jpg?h=bd089591c2dc96cabdf87eccb244758c)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/88232db0-2923-401b-8c6f-75e5ac50734a_rw_1200.jpg?h=55ef9db2001f2c4632c50b8e1f606639)
I created a Pinterest board using themes from my word lists, colors, and other city logos and branding.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/8eb36bc9-9b01-4ed7-9a7f-26262be1f074_rw_1920.png?h=dc18a23d67545427a6b0cedddb72b15f)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/c13fc71c-ef1e-4432-bd0b-06994625e365_rw_1920.png?h=9e88b2fee0bd1ce9e107561e56b7c2bd)
The themes I chose to move forward with were mainly based on nature and history: hummingbirds, agave plants, rock formations, petroglyphs, and sunsets.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/f672a4b1-0911-4f8e-ab5a-bae29e5721d1_rw_1920.jpg?h=811a74b5e8b9bb8423cf14bc0927c518)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/70c2e744-c9d4-4bdb-ae2a-4c7027d8ce69_rw_1920.jpg?h=266ef0a1e04a4f9779475f64e8a9fd2e)
Logo Concepts
![This combination logo is a representational agave plant in the style of southwestern textile patterns, with a playful yet modern sans serif typeface.](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/04b43818-6380-4a13-8b18-3ae48c2af159_rw_1920.jpg?h=bb1b33cbfd02b72716f1a93a8e5f2fe7)
This combination logo is a representational agave plant in the style of southwestern textile patterns, with a playful yet modern sans serif typeface.
![This concept combines Sedona's red rock formations with a spiral motif that can be found in nearby petroglyphs and traditional textile patterns. The spiral can also represent the energy vortexes said to be common in Sedona, and a winding path such as a spiral labyrinth. The lettering is bold but plain to represent both the weight of rock and simple, iconic petroglyph symbols.](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/3cddf89f-af68-4b8f-b407-f7cadb09ed74_rw_1200.jpg?h=c73530b34460a3d613fb1fa101633905)
This concept combines Sedona's red rock formations with a spiral motif that can be found in nearby petroglyphs and traditional textile patterns. The spiral can also represent the energy vortexes said to be common in Sedona, and a winding path such as a spiral labyrinth. The lettering is bold but plain to represent both the weight of rock and simple, iconic petroglyph symbols.
![For this concept I wanted the S to represent a hummingbird but abstracted as much as possible. The S and feathers could stand on their own as a lettermark. The lettering suggests brushstrokes and a messy, creative feel.](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/38d560fd-fb2d-4fac-b95d-b9ebbb12d576_rw_1200.jpg?h=4b937f7467a0f98847bc9bb626356612)
For this concept I wanted the S to represent a hummingbird but abstracted as much as possible. The S and feathers could stand on their own as a lettermark. The lettering suggests brushstrokes and a messy, creative feel.
Rough Vector Logos
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/3194bad4-fcc9-4cf1-b267-70bca6c61c94_rw_1200.png?h=77b33025ae9edb7952b3213984fc368e)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/569a7e7f-5990-4d72-90f7-b49a916c0b96_rw_1200.png?h=92468b8db8abfcf9499408c1d3314dd2)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/8f9d2514-ae30-412f-955e-8ab5a7d8f0c2_rw_1200.png?h=ce1d3c93bb4c6609c34f2509cd690e06)
Refining the Logo
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/3d2f2ace-0fa0-4c59-90d5-868aab296cd7_rw_1200.png?h=2c4c874168a2f5ac73ace5787c957628)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/a95cc17b-48da-4872-be15-ead969a0f0b5_rw_1200.png?h=e77a6cf9a911e6710884b4b632da1f64)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/e4c04d1d-e5c8-4c35-800e-8006d876472e_rw_1200.png?h=cb30004772adc6453afaf0487adf9a43)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/d638c12a-84b9-4cec-b4f8-fcfff68d90b8_rw_1200.png?h=d53900e82b7fac62705e54abb8638b5e)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/569454e1-8662-4bc4-9f14-ebf9c9b7e246_rw_1200.png?h=970251f1738357710f951afeee1f9d0d)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/70410eb0-a9ae-407e-977a-6115d255797b_rw_1200.png?h=5c9fd3644d1a1b07fe80a487f4aa018c)
The final logo design is an emblem—the top is a stylized letter S representing the striped red rocks, and the bottom is a rounded spiral shape representing vortexes, traditional iconography, and a path of self-exploration.
After the logo was fully developed, I did more research on patterns, colors, and icons in order to develop the visual theme that would be used throughout Sedona's branding.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/db51ed95-3f50-43b4-8fbd-1186164b4ed6_rw_1920.png?h=c27e3cbb81f0378e47dd4f88ee1c4656)
I continued exploring spiral motifs, along with southwest textile patterns. Texture was added by making bitmaps of sandstone photographs and layering them using blending modes.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/2d1dffda-0510-4adf-aecc-1a66854a4137_rw_1920.png?h=e272451dcca4ddccb8ded6233f093788)
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/d3ac8089-77ef-4d28-9253-8bde99c76785_rw_1200.png?h=2a88132fb4181e229ecfd75c0d6efca1)
Color Inspiration
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/06676679-d589-4e5f-b9c2-a5f529b656a3_rw_1920.png?h=815952977a2e08dc2a626bdd369630bb)
The brand colors are sourced from the natural beauty of Sedona. The two primary colors reference the red rock formations surrounding Sedona and the Arizona sky above them.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/bf406c7d-aca4-450e-a38a-781d27575217_rw_1920.png?h=4d8822d9f9882d58078971646f88fecb)
The display typefaces, Sansita Extra Bold and Sansita Swashed Black, belong to a modern sans serif font family that has thick-thin stroke variations and decorative elements and swashes, much as a traditional Western style font would.
The typeface used for body copy, Laca, was chosen due to its readability and simple yet playful nature, which pairs well with the Sansita family.
![](https://cdn.myportfolio.com/c9a5b27d-b48e-4c4e-8b39-659714bf9ba6/37a2ea71-9304-487a-abf2-1a4e36188ebf_rw_1920.png?h=5ea517e1d22c41751186414d55f1a998)