Loon Mountain
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Transcript of Loon Mountain
Kevin MarshallCapstone 2011Newbury College
Table Of Contents
Capstone Objectives
Mission Statement
Company Competiton
Company Color Theory
Company Logo Concept
Company Signage
Company Posters
Company Brochures
Company Magazine Cover
Company Ads
Company Postcards
Company Stationary
Company Product Design
Company Electronic Media
Conclusion Statement
Extra
2
3
4
5
7
10
13
14
15 16
17
18
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24
29
30
Company Objectives 2
Logo / Typography
Mountain Identity / Branding
Color
Signage / Way finding Maps
Billboards
Banners
Posters
Brochures
Magazine Covers
Newspaper Ads
Postcards
Stationary Designs
Product Design
Clothing / Fabric Design
Electronic Media
Websites
Mobile Apps
Mission Statement 3
Loon Mountain is a ski resort in Lincoln, New Hampshire. It’s known in
Boston, Concord, and Portland. Loon Mountain does not advertise well outside
these areas, which is why they are so low on members. The mountain’s ways of
publicizing and marketing are currently out of date and it needs to be modernized.
The logo is no longer fashionable and the website is insufficient to the daily users’
needs. My objective for this capstone project is to strengthen the logo by adding
a new color palette and organization, redefining the branding line, enhancing
their multimedia services so that more people familiar with the company, and
also making their advertising and marketing strategies more adequate for both the
company and costumers needs.
Unlike many ski resorts, Loon Mountain’s terrain will be open throughout
all four seasons. With interactive summer and fall activities like Gondola Sky
rides, Rock Climbing, Mountain Biking, Therapeutic Spa Treatments, Bungee
Trampolines, and the all-new Zip line, will keep guests coming to Loon Mountain
during the ski off-seasons. The all-new zip line soars over 700 feet across New
Hampshire’s Pemigewasset River. Loon Mountain also accommodates scenic
mountain top weddings with a summit amphitheater that over looks the beautiful
White Mountains, providing guest a wedding ceremony out of the ordinary and
surrounded by nature.
Company Competition Comparison 4
The ski resorts affiliated with Loon Mountain are Sunday River of Newry
Maine, and Sugarloaf Mountain of Sharpleigh, Maine. Sunday River’s website and
logo is well organized with a red and white theme all around the website layout.
There is approximately 600 acres on Sunday River’s Terrain, which is double the
amount of land compared to Loon Mountain. This advantage in acres gives Sunday
River a whole lot of room to create expansions such as golf courses. Sugarloaf has
a very effective website design. Their webpage is split into two different sections
winter and summer. But what I think is very effective with the webpage is that not
only does it split seasons, but the theme of the webpage changes from an all blue
winter page to an all green summer page.
In conclusion I feel as if Loon Mountain’s webpage is very dull with its blue
on blue theme, also their logo is very disorganized and needs to be modernized.
Personally I recommend the idea of the split season theme for their webpage, it will
endorse seasonal events also having new vibrant colors the mountain will bring
influential vibes of various seasons. Changing the company into a four-season resort
and expanding the company branding line with different marketing strategies will
invite more visitors to Loon Mountain year round.
Company Color Theory 5
What good is a ski resort without really great colors? In order to change Loon
Mountain into a four-season resort its usage of colors must be changed completely.
The current colors for Loon Mountain are mainly Navy Blue and Red and personally
I find that a little old fashion and way too common. Switching Loon Mountain’s
color palettes to more natural earth-tone colors will enhance and help revitalize
their signage also bringing earthiness and organization to the company. The colors I
have selected for Loon Mountain’s color schematic are…
Dark Olive Green, a color that is used by the military or hunters to color their
selves in camouflage, I feel as if this green brings tranquility and peace, which will
be greatly needed, for any resort.
Dark Brown, a color that resembles tree bark, which is a great for a natural
feel. The brown has lots of shades of grey in it making it almost black.
Maroon, This color is used mostly during the autumn season but I feel as if it
brings out the true color of nature. It works really well with my color scheme and
logo.
Company Color Theory Inspiration 6
Company Logo Concept 7
The original logo was old fashion and too simple with just the usage of the
word Loon and bird so I decided to keep the illustration and add a whole new text
style to give the company a fresh and modern look.
In orderto make Loon Mountain a four-season resort I would have to change
Loon Mountain’s logo into something more sophisticated at the same time modern.
The logo would consist of the full name “Loon Mountain” instead of just Loon and
also will have an illustration of a loon bird with its beautiful black and white design.
Company Logo Concept 8
I started with a serif font and tried playing around with the loon illustration
in different ways then tried adding another illustration to make the logo heavier and
also put in some new colors to pull away from the original logo schematic.
Next I made the logo with an actual loon bird. I then thought that the logo
was a lot better than a simple version of the bird. The text was switched around a bit
from heavy to light to find a good balance with the illustration and text.
I later found a text that was really light and thin that kind of resembled
Bloomingdales with a twist. The “L” and “M” were modified to be at the same
height at as the rest of the lowercase letters. I decided to incorporate an underline
so that the text was grounded instead of floating.
The bird was a little too detailed, so I removed the bird and made the
background more detailed with a thin stroke and the white text pops out the name
of the company.
The finished logo ended up being a mix of two different typefaces.
Tenderness the thick and thin bold text on the top and Existence the light typeface
on the bottom gave the logo some weight, variety, and balance with a hint of
simplicity. The additional underline kept the text grounded and uniformed.
Company Logo Concept 9
Company Signage / Wayfinding Maps 10
The mission statement stated that in order for Loon Mountain to gain more
visitors throughout the four-seasons the company needed new advertising strategies
in surrounding areas of the Boston, Concord and Portland areas. One of the many
ways of making this method effective was with signage. Billboards are really good
for companies that want to get their word out to the public.
Multiple ski resorts like Aspen, Mammoth, and Sunday River influenced
the Loon Mountain Billboard that I created. Usage of white space was a great
advantage to company’s billboard design.
Company Signage / Wayfinding Maps 11
The company’s signage was influenced by the rebranded logo. It needed
to stand out from the competitor’s signage at the same time use modern design
elements. With the usage of text and color the new mark will be easier for people
to recongize which will make the goal in making people aware of the company
alot easier.
Bus stop signs are really good for people that take public transportations.
Subways are really effective for people like businessmen, students or kids of all age
groups even tourists would be able to see and acknowledge the company’s ads.
Company Signage / Wayfinding Maps 12
The company will also have redesigned banners and maps mainly to show
off the company’s new identity. The banners would be used for various events,
competitions and also street signs. These signs would be great for the community.
They will mainly be seen around the mountian and in certain areas on top of the
mountain. The company’s signage will be used to show off the new and upcoming
events that the community should know about.
Company Posters 13
The advantage of publishing new and fresh designs is important especially
for a company like Loon Mountain which is a ski resort that’s trying to become a
four-season resort. Posters are one of the easiest ways to make money and good for
getting the new identity out to the public.These posters would be placed in places
like residential rooms, sports equipment stores, even on school campuses being
used as flyers. A poster can say a lot about a company and with the usage of a
couple words, images and colors a poster can be very valuable for a company.
Company Brochures 14
Loon Mountain will have an all-new brochure design that will incorporate
their new company identity. The brochure will have up to date information
on events and activities that the mountain will have throughout the various
seasons. The original company’s brochure was outdated and contained too much
information that made it seem clustered and poorly organized. This brochure will
be effective for people that are interested in the mountain’s activities and that
would like to plan activities for the future.
Company Magazine Covers 15
The magazine will be redesigned to look cleaner and organized for the
men, women, and children that would like to know what’s new with Loon
Mountain. The company will take advantage of the various seasons and beautiful
landscapes for their magazine cover. It will contain membership promotions,
discounts coupons, and also up to date events the company, mountain and also
community are planning on hosting for the future. The magazine also known as
Loon Mountain Magazine will be sold and distributed at nearby tourist attractions
and stores that sell newspapers and magazines publishings.
Company Magazine / Newspaper Advertisment 16
Loon Mountain’s new advertisements will look more refined with the usage
of their new typefaces Existence and Tenderness. These typefaces will give the
ads a cutting edge look with the thick and thin type. The numbers in the ads will
stand out and earth tone colors will give the audience a feel of simple and natural
outdoor living.
Company Postcard 17
Loon Mountain will market company postcards for people that would like
to send greetings to their loved ones. Loon Mountain always brought awareness
for animal safety like for example braking for moose and bears signs are located
all along the highways near the mountain. Incorporating animal awareness not
only for the highways but in the company’s image like postcards, gift items, even
planned fair events. This strategy will encourage people to be more cautious for
animal safety when approaching or residing at Loon.
Company Stationary 18
Loon Mountain will have re-designed business cards with the use of
the new company identity. The business card will stand out from competiting
companies that represents a four-season resort.
Relax Enjoy Life.
Relax Enjoy Life.
Kevin MarshallGraphic Designer60 Loon Mountain Rd .
Lincoln . NH . 03251http://loonmtn.com603-745-8111 / 1-800-229-LOON
Enjoy LifeRelax
nerountain Rd .H . 03251nmtn.com / 1-80
Relax Enjoy Life.
x Enjoy Relax
Kevin MarshallGraphic Designer60 Loon Mountain Rd . Lincoln . NH . 03251http://loonmtn.com603-745-8111 / 1-800-229-LOON
Relax Enjoy Life.
hallDesigneMounH . 0
t
Kevin MarshGraphic De60 LoLinh
Relax Enjoy Life.
Company Stationary 19
The company will also have re-designed business letters that will represent
the company’s new identity.
Company Product Design 20
In order to make money you need to be great at what you do. Loon Mountain
will use its new identity to make clothing, accessories, and even sports gear for men
women and children. Pets retailing coming soon next season.
Loon Mountain’s Spring 2012 Catalog
Company Product Design 21
Company Product Design 22
Company Product Design 23
Company Electronic Media 24
Loon Mountain’s original website is clustered and unorganized. The
information on the page was too close to the advertisements which that made it
hard for users to find specific topics. The colors of the original website was very
vibrant and overwhelming which made it difficult for users to read. My plan for re-
designing the company website was to make a basic layout that was easy for users
to operate.
Company Original Website
Company Electronic Media 25
The first changes I wanted to make to the company’s website was to have
a relaxing theme. I decided instead of using a flat background color I could use
a scenic picture of the mountain during various seasons that would embrace
different natural colors with the a balance of white space. Another thing I thought
about was to make the website attractable for modern culture. I decided to
incorporate live feed of a social network like twitter where people could twit
about their experience of the mountain. The social network could also be a way to
endorse seasonal events and promotional discounts to current members and new
customers.
Redesigned Website
Company Electronic Media 26
While re-designing the company’s website I thought what other things
could I add that would give the website some more value to the public? I then
thought about the people that use the mountain on a daily basis, it later hit me
how much weather is important to the mountain and their customers. I noticed
that with the original website layout weather information was really hard to find. I
realized during the re-design the weather information was alot easier to locate for
even the people of basic computer skills.
Redesigned Website
Company Electronic Media 27
Another thing that is big in modern culture is the use of technology. With
Apple being the biggest leading consumers in technology retail I decided why
not add an Apple app for Loon Mountain? I created two different apps for the
company one for the ipad which will be used as a short cut for users to instantly
browse Loon Mountain’s website by a touch of an icon.
Company Electronic Media 28
The other app will be for the iphone, which will enable users to connect
to loon’s mobile site where they could get information on weather, events etc
instantly. The iphone and ipad app will help users be able to plan trips easier from
any location. Users can also upload pictures, videos, and be able to make tweets
on the loon twit wall straight from the app.
Conclusion Statement 30
In conclusion, the new branding identity I have created for the company is a
modern design that appeals to the general public. It will allow Loon Mountain to be
able to stand out from its competitors and grow in membership. With The new color
palette and design methods that I used the company’s publications and advertisments
will attract a wide variety of new customers. And last but not least the company’s
new electronic media and clothing concepts will not only attract the modern culture
generation but would also make the company’s branding line recognizable.
Extras 30
Here are some extra designs created for Loon Mountain.