Pikes Peak Ranch
A Case study of a top to bottom Rebrand
Client Profile
Pikes Peak Ranch consists of 110 acres of pristine wilderness with luxurious on-site cabins, a luxurious wedding venue and unique mountain views that can only be found in Colorado.
Client Name
Year
2023
Project Brief
Pikes Peak Ranch was being fully rebranded by new owners. Previously named Pikes Peak Resort, the business had a history of being a simple, short-term cabin rental business. The new business would be focusing on a more upscale clientele looking for a luxury, wilderness wedding venue. These new customers would be seeking a unique charm created by the mixing of the comforts of home and the feeling of a remote western ranch.
The project began with designing a new logo that would consist of several different lockups that would each have specific applications and purposes. This logo would be the basis for a new branding system consisting of the logo, a defined typography system, a versatile color palette, and a style guide for application across various platforms. The clients wanted the logo to take inspiration from the Ikigai symbol which is a Japanese symbol representing how to find your purpose.
This shape was ultimately chosen because the shapes in the center represent a flower which relates to the plentiful wildflowers found around the property. It also maintains the tribute to the original Ikigai symbol and which represents the guiding principals of the brand while remaining unique enough to be memorable and stand on it’s own. The outlined nature of the shape also helps to keep the logo light and airy giving the impression of refinement and luxury. The outlined look is also in keeping with the long tradition of ranch brand symbols used to identify livestock.
When selecting the color palette for the brand I found inspiration in the natural surroundings of the ranch. The primary colors were pulled from the sage brush and sandstone that can be seen around the property. The secondary colors are reminiscent of the pale bark of the Aspen trees dotting the landscape, the pink alpenglow of a mountain sunset, and the rich dark brown of the soil.
• Sage Green - Logo & theme color
• Sandstone - Logo & theme color
• Parchment - Light background & text color
• Alpenglow - Accent color
• Espresso - Dark Background & text color
Henderson Slab was selected as the Pikes Peak Ranch brand’s logo display font. It has an understated western feel and it’s simplicity ensures legibility. The slab serifs conjure up ideas of a saloon sign from an old cowboy movie without feeling outdated or kitschy. It usefully balances the classic and the modern.
Turbinado, was selected as an additional display font for it’s handwritten, brushstroke appearance to be used sparingly for certain wedding related sections and applications. A handwritten script font like this can be very useful for things like wedding brochures, welcome signs, thank you cards, and anything that may require a bit more warmth.
Philosopher has been selected as the heading font for it’s uniqueness and luxury feel. It being the only with a bit more of contrast from thick to thin lines attracts the eye and is an effective header for web pages and other more formal applications.
Como has been selected as the body font. It’s thin and legible letterforms convey the text clearly and have an element of elegant airiness. The rounded elements of certain letters also make it stand out from more run-of-the-mill sans serif fonts.
