Thirst for Logos

I was tasked to design a minimalist logomark with a cactus for a hydration pack company I created for this project, Saguaro Hydration.

Established in Tucson, Arizona, Saguaro produces quality and environmentally conscience hydration equipment, outdoor gear, and accessories for outdoor enthusiasts in their 20s to 50s, to keep them hydrated and their liquids cool. Among their competition are notable brands like Hydrapak, Osprey, and Platypus

Laying the Groundwork

Discovery & Direction

The first step was briefly strategizing the brand: the values, mission, vision, target, competition, and personality. The brand strategy, information about saguaro the cactus, and other outdoor gear brands helped develop the direction for the logo design.

The Cool “S”

Creative Process

To begin conceptualizing the logomark, I first used the process of Simplification. I drew a realistic image of a saguaro cactus, and sketched the image multiple times, which led to minimal, abstract, and geometric forms.

Tall Saguaro

To mirror the characteristics of the logomark I opted for Kiro Regular. This typeface is tall, round, and modern. Although it had similar characteristics, it needed to look fresh and original to be a perfect typemark. I did this by elongating the height and rounding its features.

The goal was to design a minimalistic logomark using the process of simplification. The logo design communicates the brand identity with symbolism, color, and shapes. The logo is modern, trendy, versatile, and memorable.