NEW ORLEANS
A brand is more than a mark, a brand is the personality of a company, product, service or idea. It is all touchpoints that interface with the target audience, furthering awareness and building a foundation for customer loyalty.
The logo was developed from the detailed research that I undertook during my second and third semesters. At the beginning of my third semester I did an online questionnaire about New Orleans, aimed at the age group that I have identified as the target audience (18-30). The data showed me that very little is known about New Orleans, therefore the indentified age group would benefit from being targeted by the new brand identity.
The logo itself is developed from the current logo in use by New Orleans and knowledge gained from my research. The fleur de lis has been modernised and simplified for the younger audience, whilst still remaining recognisable to New Orleans' current consumers.
The random shapes behind the fleur de lis are in fact not random at all. They are actually simplified, fluid versions of the neighbourhoods of New Orleans. This provides a link with the residents of the city and another link to the city's heritage.
The logo and this stationery provide a solid grounding for the brands identity. From here the brand can be developed in numerous directions. The overlapping shapes can be used as a recognisable design element, allowing for colours to change for advertisements.
