Your brand and business
The Desert of Maine in Freeport, Maine, is an existing business under new ownership. In 1797 it was a 300-acre working farm. Years of poor land management eroded the topsoil exposing a vast glacial desert surrounded by pine forest. In 1925 an entrepreneur turned the Desert of Maine into a roadside attraction, which it has remained until the present.
The business currently includes commercial tours of the sand dunes, related activities for kids, a large gift shop, and 42 tent and RV campsites. The tour includes both the history and geology of the site.
As the new owners we aim to honor the Desert of Maine’s colorful and quirky past, but our future focus will be on elevating and beautifying the grounds for campers and visitors to the dunes. We eventually plan to create a non profit alongside the business that will provide programming in organic gardening, permaculture, visual arts and the performing arts. The on-site historic barn will serve as the foundational building a non-profit arts center with a heavy focus on music performance and education. The new brand identity should emphasize the new focus on environmental sustainability and the arts while finding a creative way to pay tribute to its formerly kitschy vibe. While we might need separate logos for the arts center and the campground/dunes tour, we would like to explore the possibility of a logo and umbrella brand identity that could include all aspects of the Desert of Maine.
Here is the existing website for more background http://www.desertofmaine.com/
• Target audience
This is our first year running the business. It will continue to be a family centered place, but in the past, there have been a lot of RVs that often stayed long term. In the future, we want to attract more short-term travelers, and more tent campers, backpackers, also day-trippers interested in geology, history and the store with works by local artists. We are also considering adding some higher-end cabins and moving to a low-key “glamping model” in the near future.
We might also create an outdoor adventure space for cross country skiing and snowshoeing in the winter and mountain biking and hiking in the summers.
• Values to communicate with your design
The design should feel welcoming, open, and reflect our love of the arts and nature. We want to communicate our dedication to creating a beautiful place without coming across as too high-end or pretentious.
• Stylistic preferences
We want a combination of words and pictures or maybe an emblem. We will be printing the logo on retail fare as well as marketing materials. The eventual logo for the arts, if different, will probably be a little more sophisticated. This logo should be a little more fun.
Historically, the logo has included a camel in various settings. We want something more artistic or slightly more sophisticated but also approachable, fun, and uncomplicated. Maybe something that reflects both the sand dunes and pine trees, which is what the place is really about.
Here are some existing designs as well as the camels appreciate, but we don’t want them on our logo anymore.
We are not set on colors.
• Example images
Some logos we like are pasted below or we can share a pinterest board.
<img src="https://i.pinimg.com/originals/0c/fa/4b/0cfa4bd0701b7947babe16cc4ee2d135.jpg" alt="Image result for the small garden logo"/>
<img src="https://cdn.dribbble.com/users/4387/screenshots/1646691/untitled-1.jpg" alt="Image result for whispering pines logo"/>
<img src="https://cdn.dribbble.com/users/174497/screenshots/1760331/tinker.gif" alt="Image result for tinker park logo"/>