Project By Jules
Active Lakeside Brand Identity
Active Lakeside Apartments is a Lecco-based short-term rental company. They needed a brand identity to attract tourists from all around the world to their apartments.
The owners of the brand are locals who love being out in nature with friends and family hiking, skiing, and sailing. The brand should represent this. It should be associated with trust, comfort, a homey feeling, nature, authenticity, and athletic activities.
The logo is clean and minimal, tapping into modern trends. However, it also has a timeless and slightly vintage vibe as it has similarities with fabric badges from natural parks and backpacking contexts.
The rule of thirds has been applied to crete balance and focus (as the dashed grid suggests in the image below). The door of the house is placed in one of the main focal points, making sure that the service provided by the brand is still the main element in the logo mark.
The smoke adds a dynamic and moving element as a nod to the “active” part along with often being associated with homey and warm environments.
The logo quite literally represents a house at the side of a lake with mountains and sunny weather - but (hopefully) in a very simple and harmonic way.
