The challenge was to create a logo for the NHE tagline that could be used on merchandise. The client wanted to direct attention to their new tagline on apparel while allowing the primary company logo to take a backseat. They weren't comfortable having their name advertised on all of the merchandise. This request presented a few challenges for the brand, like maintaining recognition and avoiding dilution. It also created a challenge of retaining hierarchy in the logo suite by not overpowering the company logo and alleviating confusion for past clients.
As the graphic designer who worked with NHE on their brand strategy, I developed Explore Your Coastline (EYC) logo concepts and presented them with the logo suite to show cohesion.
The solution I designed used the NHE brand colours, typeface and aesthetic. These constraints were essential to adhere to so I could avoid creating a competing identity or logo design confusion. I only made the EYC logo in a one-colour design to appear secondary to the full-colour primary company logo, which was the desired hierarchy. I used the brand typeface to retain recognition across the logo suite and to make the logos feel related. Lastly, I connected the NHE logomark design with the EYC design by looking within it to construct new symbols.