Background: Student Work
I was tasked to rebrand Coleman Camping Gear. I actually really like the current Coleman logo, so I felt a little unsure how I would compete. I started with researching Coleman's history and found that they started over 120 years ago by building the first portable gas powered lanterns. That is why the lantern is part of the logo today. Since then, they have expanded into pretty much everything outdoors/camping related. Their mission is to reconnect people with each other and with nature.
I decided to create something that showcased that growth over time and the commitment to connecting people to the outdoors.
Initial Sketches
After researching Coleman's history and growth I started sketching things related to camping: mountains, fire/flames, tents, and trees. I was looking for ways to connect one of these images to the Coleman name or the letter C.
I really liked the look of a geometric letter C with a tent or a tree embedded inside. What I liked most about this idea is that I could push the top point of each into the C shape, creating an arrow or direction type effect that points upward. I could use this to represent growth and direction.
Vector Images
I then created these two ideas into vector art using Adobe Illustrator. The more I worked on them, the more the tree seemed like the right choice because the tree can represent the outdoors as well as growth.
I didn't like the negative space that was created with the tree and the geometric style C. I adjusted the shape of the C to hug the tree more closely.
Official Logo
For the official logo I researched and used the Coleman Red as the primary color in the letter C to tie into their previous logo. I then used a dark, forest green for the tree and to show that connection to the outdoors as a secondary color. The typeface Gotham was used because it is clean and easy to read.
I then created both vertical and horizontal lockups that can be used in various formats.
Icon Set
As part of this assignment I had to create a series of icons that could be used in an infographic. I found a blog post by Coleman about what you would need to pull off a tailgate party. Each icon was based on each item in the post and designed to be quickly recognizable.
I used the same colors from the logo to create consistency between the logo and the infographic. Each icon was created in the same process as the logo itself, starting with sketches, then created in Adobe Illustrator, and adding color.
Infographic
Since this infographic is based on a blogpost, I summarized each section to be more succinct. I used a grid system to organize each section and to create consistency throughout the whole graphic. Each section is set up the same so it can be quickly scanned for the section you are looking for.
I designed this infographic specifically to be seen on a smartphone. I sent the graphic to my phone and made adjustments until it fit nicely and was easy to read without being too large or having to squint.
Mockups
