USA SHADE - Shade Sails Logo
Challenge
USA SHADE, a commercial manufacturer of shade products, was looking to break into the consumer space by creating a sub-brand to appeal to discerning shoppers looking for a higher-end version of a shade sail for their backyards.
Design
First, the ideal customer is middle aged, has some money, owns their own house, and wants to add something classier and larger than a large umbrella into their outdoor space.
Programs Used
Illustrator
Project Contribution
Branding
Concept Development
Client Presentations
Initial Concepts
The logo exploration began with three concepts. Option 1 was based on the scattering of shadows through a tree on a sunny day, often creative a broken apart pattern as the leaves move in the wind. Option 2 was based on overlapping pieces of shade vinyl, often creating a dot pattern. Option 3 was the most literal of the all, hitting on a beachside aesthetic with a prominent sun graphic.
Mid project, the name was changed from CANOPY to SAILS.
Logo Placement
With Option 1 as the main choice, I explored exiting USA SHADE logo placements as we were going to leverage our existing brand to help launch the new set of products.
Final Concept
The final logo and lockup, with existing brand colors that the mark needed to play with.