Plaza logo development

The Plaza at Santa Monica Logo 4—Variation 1 Change secondary typography/color

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COMPARISON

Original Logo 4

THE

AT SANTA MONICA

Logo 4—Variation 1

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ANALYSIS

The original wordmark was very strong, with bold, readable type with just an edge of modern personality.

The single emphasized angle in the middle “A” brands it to the building design. The ocean texture gives it life and a geographic promise—we immediately know that this location is near the ocean.

Adding just a touch of the new secondary color under “THE” adds a special emphasis like an underline. This is THE Plaza at SM. A bright orange rectangle can also be a secondary branding element in future marketing materials

Using “@” instead of “at” not only adds a tech flavor to the mark, but allows us to position it right at the point of the internal arrrow shape made by the letterforms

Secondary type has been made bolder and more prominent through the use of a complimentary bright orange.

Logo 4—Variation 1

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SIZE & COLOR DEPTH

Logo 4—Variation 1

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OPTIONS: HORIZONTAL USAGE

Logo 4—Variation 1

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OPTIONS: REAL-WORLD USAGE

Logo 4—Variation 1

925.640.3223 | nelsondesign2@comcast.net

OPTIONS: REAL-WORLD USAGE

Logo 4—Variation 1

925.640.3223 | nelsondesign2@comcast.net