Sweet Springs Hammock is a small business, owned by Kent Patrick, that 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 so they decided to increase their marketing efforts. They did not have a logo and needed one to represent them and their brand on their website and in printed materials.
The objectives for the new logo included relating the therapeutic benefits of the hammock. Kent wanted the logo to have a “traditional” aspect, as the Mayans are credited with inventing the hammock. She also wanted the logo to convey that these hammocks are handwoven by indigenous people that they know, not made in a factory in China.
Kent used the following adjectives to describe the brand: therapeutic, serene, comforting, weightless, beautiful, relaxing, durable, strong, supportive, tranquil, soothing, peaceful, and meditative.
I wanted to create a logo that told the business’ 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 tranquility. 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!