Georgetown- visual branding and identity by Advaith Mani

GEORGETOWN VISUAL BRANDING & IDENTITY

ADVAITH MANI

research

preface

introduction

early days

over time

presently

transition

inspiration

potential

design

brand guide

logo usage

forest trails

farmers market

website re-jig

epilogue

references

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preface Through life, we find ourselves at several crossroads which define who we are as people. Our decisions and choices reflect our character and thereby define our values. We are on a constant journey of understanding ourselves. This imaginary canvas constantly undergoes change. However, its amusing to observe that we somehow always return to our roots. We come about to realize that we are not actually changing completely, but adding layers of identities which unravel over time. This is governed by our experiences, learnings, mistakes and influences. If you open up your mind and take a moment to think, this process of reflection is seen in every element in the universe, which expresses their role and way of life. Be it the weather, an ant or a city!

Figure 1-(previous page) Photo-montage of different views in Georgetown (Source-author) Figure 2-(facing page) The journey of life with its ebbs & flows (Source-author)

There are various moments where we tend to pause, reflect and try and make sense of who we have become. We assess what we do, who surrounds us, what impact certain events have had in our life and try to understand who we are. We then streamline and project these thoughts which in turn, becomes our personality. It is these reflections that make us see the world in a new light, re-defines how others see us and progressively contributes to our development. It is this projection that becomes part of the legacy we live through and leave behind. In the continuous rat-race of life, it is these moments that truly matter. It gives us an opportunity to commemorate what has been, appreciate what is present and positively look forward to what will be! As a designer, I find this reflection is synonymous to the legacy of a place as well. I take this opportunity to reflect on the story of one such place that has been an interesting discovery to me as well, the quaint, scenic and rustic city of Georgetown, Ontario……..

Emerging from the interminable forest, you come by a short turn up a beautiful verdant slope; another turn and you come full view with the village, its end reposing in a valley, and laved by the crystal waters of the Credit, its top climbs the opposite hill, which is crowned with a luxuriant maple grove. The Credit here takes the form of a semicircle and nearly encloses the end of the village in an island. The whole settlement seems cocooned between a thick bush, through which a cottage now and then peeps. The houses are neatly built, and serve to assure you of the comfort of the inmates within. It shows a place of the past, which has moulded itself beautifully, to thrive in these changing times…. -Excerpt from Georgetown-Reflections of a Lost Town

introduction The city of Georgetown is a place cocooned in the bliss of natural surroundings. By definition, a city, it has the appearance of a pretty little village located amidst dense forests and serene rivulets. It is made up of a number of smaller villages or settlements like Norval and Limehouse, to name a few. Geographically, it is located to the west of the suburbs of Mississauga and Brampton and comes under the region of Ontario.

Figure 3-(previous page) View of a road in Georgetown (Source- author) Figure 4- (facing page) Overview of the geographical location of Georgetown (Source-Google maps, edited by author)

It majorly consists of housing communities and a few commercial enterprises but has a rich and interesting past which date back to the early 1800’s when it was called as The Hungry Hollow. The city in itself is an interesting phase of transition presently in terms of demographics and surrounding. This research and design proposal is an attempt aimed towards recognizing the significance of Georgetown in the times to come.

early days The city of Georgetown is a place cocooned in the bliss of natural surroundings. By definition, a city, it has the appearance of a pretty little village located amidst dense forests and serene rivulets. It is made up of a number of smaller villages or settlements like Norval and Limehouse, to name a few. Geographically, it is located to the west of the suburbs of Mississauga and Brampton and comes under the region of Ontario. Figure 5- (facing page, top) Towards the paper factories and river of 1900’s(Sourcedowntowngeorgetown.com) Figure 6- (facing page, center) Georgetown railway station in all its glory and galore (Source-geonmagazine.com) Figure 7- (facing page,bottom) Downtown Georgetown of the past (Source-Georgetown, reflections of an old town)

It consists of housing communities and few commercial enterprises but has a rich and interesting past which date back to the early 1800’s when it was called as The Hungry Hollow. The city in itself is an interesting phase of transition presently in terms of the demographics and surrounding. This research and design proposal is an attempt aimed towards recognizing the significance of Georgetown in the times to come.

over time In 1864, Georgetown was incorporated as an individual village and went on to be declared as a town a few years later with a population of 2000 people. In the early 1950’s Rex Heslop, a very famous real estate developer, arrived in Georgetown to further expand its residential commercial and industrial entities. The results of these expansions led to a shift in land use towards housing communities. The paper industry which was so dominant for the past century, almost ceased to exist after 1977. Figure 8- (facing page) Halton hills library in Downtown Georgetown, in different seasons (Source-author)

Since then, all the paper mills have been converted into housing precincts or exist today as commercial establishments in downtown.

presently Presently, it is a bustling community of around 42,000 people. The precinct is mostly residential and natural. Housing and related infrastructure suffice the needs of the existing population. The natural surroundings have been protected and hence it is thriving today. The forest trails of Hungry Hollow and Limehouse, the abundant farmlands stretching across acres, the open parks and playgrounds, sports facilities and community centres contribute to the peace and serenity of Georgetown today.

Figure 9- (facing page) Montage of present day city of Georgetown (Source-author)

Due to the changing dynamics of the precinct, it is undergoing a slow but steady change in its own identity. Hence as a resident of the town, it becomes important to cherish the past, appreciate the present and progressively move towards a better future. The role of graphic design can be a pivotal catalyst in achieving the above.

transition Any place which undergoes any change has a certain direction it takes, diverting from its initial scope, often changing completely from what it was. However, as one walks along the streets of Georgetown, the transition seems extremely natural. There is old and there is new, but each of them is equally blooming, often complementing one another. Take the simple example of the city library, which has been retrofitted as an extension behind the existing church. Figure 10- (facing page) Georgetown library, view from inside and outside(Source-author)

The interiors are plush and modern and the outside follows the grotesque rustic style of the church, yet everything seems harmonious, as if it was meant to be there.

inspiration For a place which is undergoing a quiet transition of its own, what role does re-branding or design have? Historical evidence has profound examples of design playing a major role in creating positive impacts on the progressive growth of such places. The city of Melbourne has been a perfect example. Its visual re-brand in 2009 led to an increase in the gross regional product by 6%, led to the growth of the tourism industry to $15.2 billion! Ten years down, Melbourne ranks as the second most livable city in the world. The rebrand reflected the modern, vibrant and electrifying mindset of the city which attracted potential investors and tourists, while preserving its identity! Figure 11- (facing, top) Mockup of the logo of Mississauga (SourceThe Mail) Figure 12- (facing, bottom) Montage of present day city of Georgetown (SourceSydney Morning Herald)

Closer to home, Mississauga underwent a re-brand in 2014 and as we know today, it is one of the top districts for any new-comer to Toronto. The logo successfully reflected the tone and nature of the place, contributing significantly to its growth and identity!

Livability index

Georgetown

Ontario

Canada

A+

D+

A+

amenities cost of living crime

C-

A+

employment housing

Aschooling

Age group demographics 65-85 : 11.8%

55-64 : 14.4%

15-19 : 7.3%

45-54 : 14.3%

20-24 : 6.9%

35-44 : 16.2%

0-14 : 16.1%

25-34 : 12.4%

potential The city of Georgetown is undergoing a transition. Its entire legacy stretches back nearly 2 centuries. Hence it becomes important that through this time of transition, that one does not lose sight of what made the place what it is today. The city is defined by its natural beauty, farms, forest trails and its local entities. The ultimate goal is to make the present and future generations aware of these gems! The changing age demographic of the precinct makes it even more likely that the past may eventually fade out. More than 50% of the population is under the age of 40. The younger population is also generally more accommodating to change and understands the visual language better than words in books. Hence, this presents an ideal opportunity to use the power of graphic design to cement the identity of Georgetown, respecting and commemorating its beautiful legacy, while looking forward to a bright future ahead! ELEMENTS-

Figure 13- (facing page) Statistics of livability standards & demographics of Georgetown(Source-canada.ca, edited by author)

- Brand guide (georgetown) - Visual identity (limehouse, hungry hollow, farmers market) - Merchandise launch - Website design

brand guide 25

logo options 27

GEORGETOWN

logo construction The final logo chosen was derived from the simple lowercase serif ‘g’. The intention was to keep it simple and minimal. - The idea was to represent the two syllables ‘g’ and ‘t’. - The curved strokes are in line with the natural terrain of Georgetown, where most of the sights are driven by the streams and grass patches. - The logo also represent a sense of smoothness & elegance and gives a sense of being natural, just like most of what Georgetown is today. - It also presents an interesting transition between old type (serif font) and modern minimalism (combining the g and t) - The ultimate aim was to keep it real, represent the place as it is: a place dominated by nature, having its own identity and finding its groove and progressing with the rapidly changing times.

serif typeface to inculcate the curves and create a sense of flow in the design of the logo

exxagerating the ear of the ‘g’symbol towards creating an extension in a natural form

the rustic texture juxtaposes the curves creating a contrast in the overall appearance

breaking the link in the alphabet to create the potential to incorporate the ‘t’

a cool color palette, to signify a sense of calm and influence of natural elements like water and vegetation re-designing the loop of the typeform to make it look similar to an uppercase calligraphic ‘T’

The strokes of the ‘g’ have been abstracted to make them seem like curves, much like the shape of thin leaves of flowing water- giving essence to the overall concept of Georgetown as a place today

GEORGETOWN Deep green with bold text in sans-serif, generally more modern in appearance, creating an element of contrast with the curvy logo

logo design 31

PRODUCT SANSbold

ABCD WXYZ

(logo text and headlines)

PRODUCT SANSregular (body copy)

abcde 12345

D E FG H IJ K L M NO PQ RSTUV Z0123456789

efghijklmnopqrstuvwxyz0 56789

logo- typography 33

GEORGETOWN PRIMARY LOGO full color white background #579725 R:87 G:87 B:37 C:59 M:48 Y:100 K:37 #56813a R:86 G:129 B:58 C:70 M:29 Y:100 K:14 #418ba0 R:65 G:139 B:160 C:76 M:33 Y:30 K:02 #a6cf49 R:166 G:207 B:73 C:40 M:0 Y:91 K:00

GEORGE

PRIMARY back an dark bac

ETOWN

Y LOGO nd white ckground

GEORGETOWN PRIMARY LOGO back & white print white background

logo variations 35

LOGO ONLY

20mm

MIN, SIZE

WORDMARK

logo safety zone 37

logo usage 39

forest trails The city of Georgetown is blessed with two forest trails which cocoon the city within- Hungry Hollow and the Limehouse Forest trail. The Hungry Hollow trail stretches across Georgetown, connecting north to south. It is located at the heart of the entire community. Its location is such that it can be accessed from any part of town. It has a multitude of pathways, flora and fauna which help maintain the biodicersity of the neighbourhood. It forms one of the core components in climate resilience for the entire precinct, making it a precious entity.

Figure 14- (facing page) Visuals of Hungry hollow and Limehouse trail (Source-author)

The Limehouse forest trail extends through Georgetown and Acton, the neighbouring community and is a serene and vibrant natural trail. It forms a subset of the Terracotta conservation area and the Bruce trail which are extensive natural forests.

hungry hollow The logo of Hungry hollow is kept simple, as an intersection of the initials ‘H’ and ‘H’. The idea is to represent the present context of the trail, of how it meanders within the precinct, as a seamless blend between nature and man. The overlapping of the line also signifies the multiple paths and discoveries that it offers to its users.

merchandise hungry hollow 49

Limehouse Limehouse by itself, is relatively smaller in size, but it serves as a connect to the Bruce Trail and Terracotta, which are extensive. It is a serene and rustic trail which is located beyond the main habitat. It has an abundance of flora and fauna which bloom each year. This trail too, has multiple pathways and discoveries for the visitors which offers one a beautiful experience each time they visit. The design of the logo is inspired by the multiple terrains of the trail. It consists of multiple connecting bridges which are represented by the intersection between the alphabets.

merchandise Limehouse 53

Farmers market Farm fresh produce is only a hop, skip and a jump away! Since 1993, Downtown Georgetown has developed a big presence with its farmers market supporting local farmers, artisans &craftsmen in selling their produce and products. The markets open every Saturday from July to October, where the entire road length is pedestrian friendly. There is an abundance of fresh, local & sustainable produce that home chefs and the ‘kitchen extraordinaire’ can delight in discovering & sharing with family & friends. This initiative goes a long way in supporting local business enterprises. It also creates a beautiful congregation and celebration of everything Georgetown represents

The logo of the farmers market is kept simple, representative of the product. The alphabet F has been abstracted in the form of 3 distinct leaf-forms. This approach keeps the logo flexible, allows for multiple methods of application and can be incorporated into various forms of identity.

Farmers market 59

website re-jig With more number of people coming into Georgetown to settle, it presents an ideal opportunity to re-jig the website. The design of the website is kept simple and accessible, so as to easily guide the user towards the relevant pages. The website is aimed at targeting new immigrants as well as a source of information to the existing residents about upcoming events.

Home page

Trails and nature

History

Explore

Explore 2

Loading screen

Hungry Gollow

epilogue evaluation The biggest challenge through this attempt was to try and generate a design that can represent Georgetown in its true light. I understood the importance of maintaining consistency through different design elements and staying true to the overall theme. I thoroughly enjoyed the process of understanding and co-relating the history of a place with design and realised the very important paradigm of time in design. I now understand that as designers, we are not designing in the moment, but with the knowledge of the past, information in the present and the expectation of a better future. Through my interaction with the locals, I also understood the various dynamics that exists among all users which gives many fresh perspectives to the entire process of design.

conclusion I hope to get constructive criticism and feedback of my work from the locals. This will help me evaluate my work objectively as I have designed for an almost reallife scenario. I hope to further refine my design and incorporate more elements in creating a robust identity for the city of Georgetown.

references https://cvc.ca/wp-content/uploads//2021/03/rpt_ HHSNAPFinalReport-_f_20201008.pdf https://geonmagazine.com/our-history/history-history/ brief-history-of-georgetown-in-ontario https://www.georgetownon.ca/ https://www.mississaugabrand.ca/#logoandvisualid https://cvc.ca/discover-our-parks/limehouseconservation-area/l https://www.citynationplace.com/what-melbournesflexible-design-identity-shows-us-about-the-value-of-alogo https://www.downtowngeorgetown.com/index.php/aboutbia/georgetown-history https://www.thecanadianencyclopedia.ca/en/article/ halton-hills https://www.thegeorgetownvault.com/ https://www.areavibes.com/halton+hills-on/ demographics/ BOOKS Georgetown: Reflections of a Small Town by Rowe, John Mark Benbow / Georgetown library