AMERICAN NOMAD
Logo Rebranding
American Nomad is a socially conscious brand that works with artists around the world to curate fair trade, ethically made goods. As their company grew, they identified the need to establish a stronger story that highlighted the mission of the brand. The goal was to design a logo that could be used for company assets, marketing materials and packaging while maintaining a connection to across all media.
My Role
Art direction
Visual designer
Illustrator
Tools Used
Illustrator
Previous Logo
Their previous logo relied solely on typography to capture the brand’s mood. Their initial goal was for the logo to be simple and classic which is why they chose the serfic font. While it worked well for the initial launch, they found it wasn’t capturing the ethics of the brand and due to the horizontal layout posed challenges working with it on smaller items.
They were also running into issues creating any types of stamps or embroidery because of the thin nature of many of the ascender and descenders.
All in all, the logo lacked a recognizable personality that captured the mission and vision of the brand.
New Logo
The updated logo integrated a pinecone icon that could be used as an icon or symbol throughout their packaging. We chose the pinecone because it has deep historical references as a symbolism of englightment. In modern day society the pinecone can also represent nature, but also associations with the outdoors and winter months where you want to cozy up.
The new font is a nod to vintage typewriters that again captures a time of communication before computers. We also wanted to use a bolder display font that woudl be easier to read at smaller sizes.
The final element was integrating the brand’s new tagline; people, planet, preservation. While these three elements make up the brand’s logo as a whole, they can also be used independently and still capture the values of the brand.
Branded Items
As part of their rebranding, they introduced a line of branded items and scents exclusive to AMERICAN NOMAD and handmade completely of natural or renewable materials. The signature scents were so fun to create. We got the opportunity to work with an essential oils artists that made all of her scents from the items she foraged in the woods. It was amazing!
