TOP-Logo-Presentation-Master-Collection-Council-Presentation.pdf

TOP-Logo-Presentation-Master-Collection-Council-Presentation.pdf

1. LOGO
PRESENTATION
01/06/21

2. 01
Concept 1

3. Make the
typography
the hero.
Investigate ideas
that build from
the Heritage
presence.
Use subtle
visuals, but
keep their
use simple and
secondary.
Strongly
maintain the
burgundy as a
lead colour.
Concept #1 Goals
1 32 4

4. HERITAGE
HEART
+
HERITAGE
HEART
+

7. SOCIAL MEDIA AVATARS
LOGO FOR PLACEMENT SMALLER THAN 1”
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+
LOGO WITH TAGLINE
(PREFERRED)
LOGO WITHOUT TAGLINE
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+
HERITAGE
HEART
+

9. WELCOMING
WALKABLE+

10. TREASURES
TRADITIONS+

11. VITALITY
VIBRANCY+

16. HERITAGE
HEART
+
HERITAGE
HEART
+
WALKABLE + WELCOMING BEAUTY + BRIDGES VITALITY + VIBRANCE CHARM + CLASS

18. LOGO RATIONALE
• We’ve designed a unique typographical wordmark for Perth set on a rounded path to convey
the town’s friendliness while maintaining the shape of the many walking bridges of the area.
The subtle serifs (the lines attached to the main letters) evoke a distinguished and historical
presence alongside simplicity that supports contemporary appearance.
• Selecting a typographical logo for Perth means that the Perth name will always be front-
and-center in every application while still conveying their brand ideals and personality.
• To accompany the type, we’ve illustrated signature Perth features. In the primary logo, the
rounded abstract shapes represent the detailing in the dry-stone bridges and the brickwork
featured in Perth’s historical architecture. The timeless simplicity and versatility allow for
seamless application.
• Since Perth is so much more than just one thing, we’ve designed a tagline system that is
diverse as Perth itself. Starting with the town’s proposed tagline, Heritage + Heart. This
masterbrand tagline captures the spirit of the town: A group of people who embrace their
history and feel pride in where they live. We can expand these alliterative phrases to fit any
application. This system allows Perth to convey its offerings and lifestyle in a concise and
catchy manner, setting the stage for future marketing campaigns.
HERITAGE
HEART
+
HERITAGE
HEART
+

19. 02
Concept 2

20. Build onto
the icon
visuals to
introduce
more of what
Perth offers.
Refresh the
use of the
clocktower but
modernize the
illustration.
Use traditional
typefaces
to maintain
the heritage
feeling.
Compliment
the burgundy
as a secondary
colour and
introduce new
primary colours.
Concept #2 Goals
1 32 4

23. TAGLINE (PREFERRED) VERTICAL LOGO
WORDS ONLYPROMOTIONAL CREST ICON ONLY SOCIAL MEDIA AVATARS

34. LOGO RATIONALE
• The juxtaposition of the traditional typeface selection
against the modern illustration style represents the culture
of Perth – friendly progressiveness with a firm hold on their
heritage. 
• The shades of blue is as a nod to the Scottish background
of the town’s populace. 
• We retained the slogan, “Heritage” and the town’s burgundy
colour to honour the brand’s past as we transition their
visual identity to the future. 
• The encompassing shape of a map marker introduces Perth
as a “can’t miss destination”. 
• Simple geometric shapes and construction of the logo
allow for a complicated form made of positive and negative
shapes to be read easily and instantly. With the integration
of both rounded and sharp elements, the logo is friendly
and energetic. 

35. 03
Concept 3

36. Experiment with the mixing
of vintage and modern styles
through the use of dynamic
ways to illustrate the icon.
Explore options for a
new tagline replacing the
“Heritage” and “Aged to
Perfection”.
Concept #3 Goals
1 2

37. Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM
Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM
Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

38. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

39. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

40. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
SOCIAL MEDIA AVATARSICON ONLYWORDS ONLYPROMOTIONAL CREST
HORIZONTAL LOGO (PREFERRED) VERTICAL LOGO
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

41. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Community
Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM

42. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Heritage
Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM

43. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Business
Downtown Heritage
BIA
MUSEUM
Perth & District
of
CHAMBERCOMMERCE
Perth & District
of
CHAMBERCOMMERCE
Downtown Heritage
BIA
MUSEUM

48. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

50. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time
LOGO RATIONALE
• This concept embraces a styled mix of modern & vintage, helping
to maintain the significance of heritage in the community while
also being progressive as a town that’s moving toward continued
opportunities.
• We used crisp and simplistic illustrative style using negative
space to depict recognizable views of Perth. This paired alongside
strong modern line-work created a feeling of motion and action to
the mainstay of the landscapes.
• To give the “Heritage” and “Aged to Perfection” a new spin, a new
slogan, “Bridging Time” was created. This encapsulates three
main ideas. Firstly, made to reflect to the past, like stepping back
in time. Secondly, connecting to resident and visitor’s free time to
slow down and reconnect with their environment. Lastly, “bridging”
playing a strong homage to the many walking bridges in the town
and the importance of Perth being a walkable destination.

51. Bridging Time
Bridging TimeBridging Time
Bridging Time
Bridging Time
Bridging Time
Bridging Time

52. Thank you for your time.
Questions?