Brand Identity, Concept Development, Social Media, Illustration, Visual Communications
The client is the Vancouver International Mountain Film Festival.
How does one tell the story of the vastly diverse mountain adventurers which are a part of VIMFF? The concept had to encapsulate unthinkable journeys into one flowing visual. The logo is the basis of the whole identity, with each visual element representing a different part of many peoples adventures. Each element can stand alone, as certain individuals will resonate deeply with only one meaning, but when pieced together they create a mosaic of stories that every mountaineer can appreciate. Mountain culture has evolved drastically over the years. Once, one would climb out of necessity to their lifestyle, but now if you are to successfully partake in mountain sport you have to wear so many different hats. You cannot only be a mountaineer, but you must be a journalist, a videographer/photographer. Someone who is dedicated to mountain sport now must also identify as a creative and an artist to be able to relay their epic journey to the rest of the world. As we say in the age of social media, “did you even really have lunch if you didn’t put it on the gram?”
The physical representation of where the sporting takes place. Also symbolic of a great journey, when reaching the top of a “mountain” you have reached your goal.
The hands are cupping the world itself, representing that we must be artists and creators to pay respect to the beauty around us. Our hands are often our greatest tool, particularly as sportspersons and creatives.
What lies beneath– we may take our fair share of falls but will you sink or swim? You don’t create waves in this industry without grit, perseverance and at least a few failures.
THE SUN AND MOON:
It wouldn’t do justice to the sheer dedication of these athletes without representing the days and nights that have been committed to their craft. They endure through the darkest and coldest hours and push through the hottest most unforgiving conditions for the glory of reaching the top.
The logo can be simplified down to a smaller crest or just the custom type wordmark. Social media and journalism, written and visual, from VIMFF members is vital the to organizations following year round. The t-shirts and name tags were produced for their annual convention.
This is a proposed student project with information pulled from the VIMFF.