JOHNSON LUONG.
TORONTO-BASED. PRODUCT DESIGN. UI & UX. BRANDING.
SEARCHING FOR FULL-TIME POSITIONS ONLY.
CONTACT JOHNSONLUONG492@GMAIL.COM
Rocky Mountain
OVERVIEW
DATE
DISCIPLINE
ROCKY MOUNTAIN is a Vancouver-based mountain bike company. Their pride and soul is where they come from. In this case, it’s the Vancouver North Shore Mountains. The aim of this Rocky Mountain brand redesign was to refresh and unify the company’s identity to make it more recognizable, up-to-date, and approachable.
December 2021
Branding / UI & UX / Marketing
CHALLENGES
ESSENCE WORDS
1. A scalable and versatile logo, wordmark, or symbol that can be used in different applications but still associate to the same identity.
2. A visual motif that will be incorporated throughout the brand redesign to create a more cohesive and consistent identity.
3. Implement a new updated look that reinforces the ruggedness of the sport yet still being contemporary, confident, and bold in style and attitude.
Flat, Dynamic, Versatile
Phase 01
Logo
OBJECTIVE
In order to create the new face of Rocky Mountain, I wanted to create something entirely new for the company while fitting in with the current times. A submark that was simple and worked on its own paired with a wordmark that was bold was what I came up with.
Submark
PROCESS
Vancouver’s North Shore Mountains. The birthplace of Rocky Mountain where nature and adrenaline meld into one. To create this submark, I focused on the elements of the sport itself like trees and tire treads.
Wordmark
PROCESS
Just the right amount of cuts and bruises to be considered a veteran. This wordmark is bold and clean but also shows some personality in its imperfections.
Logo
Colours
WHITE
#FFFFFF
R: 255
G: 255
B: 255
NEON GREEN
#00FF66
R: 0
G: 255
B: 102
BLACK
#000000
R: 0
G: 0
B: 0
Phase 02
Apply
OBJECTIVE
Constructing brand collaterals was the next step in order to fully flesh out this new identity into the real-world.
Billboard
Posters
Website
Mobile Website
Social Media
Promotional Video
Reflection
THINK OF IT AS A SYSTEM
When embarking on this project, I often found myself too focused on the logo itself. Instead, I should have been thinking about the brand as a whole thinking about different logo variants and applications of use. Switching gears helped me create a more cohesive system in the end.