Challenge: Sweet Springs Hammock is a small business which imports and sells handmade hammocks woven by Mayan Indians, who live in the Yucatan Peninsula region of Mexico. Sweet Springs Hammock has been in business since 1994. Their sales were very low this year, so they decided to increase their marketing efforts. They did not have a logo and needed one to represent them and their brand.
The objectives for their new logo included relating the therapeutic benefits of the hammock. They wanted their logo to have a “traditional” aspect, as the Mayans are credited with inventing the hammock. They also wanted their logo to convey that these hammocks are handwoven by indigenous people that they know, not made in a factory in China.
They used the following adjectives to describe their brand: therapeutic, serene, comforting, weightless, beautiful, relaxing, durable, strong, supportive, tranquil, soothing, peaceful, and meditative.
Solution: I wanted to create a logo which told their story. I chose turquoise (Maya Blue), which was an important color to the ancient Mayans. They used this color in their rituals, and artifacts painted with this pigment have lasted for many centuries. Turquoise is a combination of blue and green. Blue is a calming and serene color, and is associated with strength and relaxation. Green is a color closely associated with nature, health, healing, and traquility. I chose the complementary color orange on the hammock and the sun, as it represents sunshine and is friendly, cheerful, and confident. I nestled a hammock in the "H" and added the Mayan sun symbol above it. I wanted the viewer to imagine themselves relaxing in their new hammock!
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