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.
I then developed word lists to explore themes based on Sedona's geography, culture, and the word “southwestern.”
I created a Pinterest board using themes from my word lists, colors, and other city logos and branding.
The themes I chose to move forward with were mainly based on nature and history: hummingbirds, agave plants, rock formations, petroglyphs, and sunsets.
Rough Vector Logos
Refining the Logo
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.
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.
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.
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.