SUM builds experiences around what you need - reflection, exploration, recreation, or beyond - and does the hard work of making the outdoors easy.
SUM focuses on Chicago’s Southland and NW Indiana - because of the incredible array of outdoor spaces there, and to have a concentrated economic impact.
Deliverables: Complete brand identity, social media, website design graphics, stationery, way finding, and presentation slides.
Team: Ari Gates, Freddy Husbands, Morgan Anderson, Jacqueline King-Tran.
Roles: Project Management, Logo Design, Deliverables, and Graphic Design.
Website: www.sum.fun
The logo combines an icon of what SUM believes with supporting typography. SUM represents individuals coming together to create a community. The icon utilizes two variations to visualize. The first concept illustrates a local Chicago flower shape, while the second visual incorporates four people putting their hands in the middle and coming together.
Logo Process
Design Statement
Challenge:
The challenge presented was to develop a comprehensive brand identity that resonates with SUM's target audience, encompassing both full-service clients and underserved communities seeking outdoor experiences. This meant creating visual elements such as logos, color palettes, and typography, while also addressing the need for accessible and visually engaging printed materials, dynamic website development, and inclusive design standards.
Solution:
In response to this challenge, our team crafted a multifaceted brand identity for SUM, rooted in inclusivity and accessibility. The logo, with its intertwining elements, serves as a visual representation of SUM's mission to democratize outdoor experiences. From logo design to printed materials, website development, and brand guidelines, our team meticulously addressed every aspect of SUM's branding needs. By prioritizing accessibility and collaboration, we ensured that SUM's message reaches and resonates with all audiences, fulfilling the mission of making outdoor experiences accessible to everyone.