Gold Coast City Brand concept no.2

About this project

Recently I was given the very fortunate opportunity to pitch an identity concept for the branding of the Gold Coast City.

After a rebrief from the first concept I had a week to come up with the next concept. Unfortunately a severe case of designers block struck me down along with a lot of client work that needed urgent attention and it wasn’t until the eleventh hour that this concept came to mind. Nonetheless, I was really happy with this version and the deeper I got into the concept, the more potential and versatility I found this concept had.


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Gold Coast brand concept 2013Gold Coast logo concept two colorGold Coast logo concept monochrome
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The below images illustrate the mechanics and techniques used to create the type and logo mark. Every element is thoughtfully crafted using geometry which creates a visual coherence.

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The below images demonstrate the spacial awareness of the elements that make up the logo.

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For the identity of the Gold Coast City, I would like to propose a custom font to be crafted that encompasses the qualities of the Gold Coast. You will notice the wavy line appears on a few key letters that would be seen throughout headings, promotions and collateral where the font is used. This further solidifies the uniqueness of the brand.

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Below is an example of the different weights that could be created to make up a more comprehensive font suitcase.

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Below is an example of how subsidiary brands could work in relationship with the proposed concept.

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Gold Coast brand concept 229Gold Coast brand concept three colour
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The End.