Chosen Logomark

SYMBOLISM EXPLAINED

1—The abstract Z form is comprised of geometric shapes that represent diversity, collaboration, strength, and elevation.

2—Upward trajectories of triangular shapes from the middle-up mimic the experience of driving up to the mesa.

3—The bottom half of the Z form represents a shadow of the mesa, revealing an emotional motif of its wordmark.

4—Use of colors reinforce diversity and represent the visual aesthetics from the mesa's natural environment.

Curated Colors Palettes

PROCESS OF ELIMINATION RESULTS

Again, we assembled a color palette board that met our our discovery discussions—a variety of colors that will vitalize our brand personification and customer recognition. Below are a custom set of color palettes based off the curation from the color palette board.

Primary Use: Neutral Tones

Secondary Use: Vibrant & Shaded Tones

Supporting Use: Dark Shaded Tones

Supporting Use: Light Tinted Tones

Curated Visual Styles

PROCESS OF ELIMINATION RESULTS

We assembled a visual style board that met our our discovery discussions—a variety of graphical motifs and layouts that will inspire our creative directions for our brand's digital, print and marketing experiences. Below are the selected styles from the visual style board.

Curated Logomarks

Approved LOGOMARKS

After further review, below are the two logomarks that were selected for continual enhancements. The next steps are to:

1—Revise based on feedback (reduce top-heavy graphic).

2—Implement use of colors to logomarks.

3—Provide contextual mock-ups of logomarks.

Logomark Concepts

PROCESS OF ELIMINATION EXERCISE

Scan and score (each logo has a number and title). Simply write down their numbers and rate each logomark with either a 1, 2 or 3.

3—Perfect visual mark to identify us!

2—Interesting, not sure it identifies us best.

1—Appreciate it, but others are stronger.

Logomark Index

NEXT STEPS

Now that you have scored your first round, look at all the logomarks in context to one another, compare and score them again. If your scores change no worries, the results are to determine your top 2-3 selections. The next time we meet, we'll discuss further and I'll also provide you my recommendations. In the meantime enjoy the curation process!

Brand Core Position

1. PURPOSE

Why do we exist?

SURVEY RESPONSE
The urgency of our times requires a dynamic response with a focus on Utah and the American West, Zion Canyon Mesa:


  1. Supports engaged writers, artists, and other visionaries with residencies at the Mesa, surrounded by Zion National Park
  2. Facilitates cross-disciplinary and cross-cultural conversations and partnerships to address today's challenges
  3. Educates by connecting individuals, ZCM residents, students, organizations, and diverse audiences through creative engagement


Reco (Contribution vs Impact)
We exist to support, facilitate, and educate mindset growth within a diverse collaborative working space located at Zion National Park.

2. VISION

What future

are we hoping

to create?

SURVEY RESPONSE

Establish ourselves as a world-class facility for supporting engaged artists, scholars and other visionaries as well as developing creative solutions to today's pressing problems.


Reco (Aspiration vs Category)

Become the world-class residency for visionaries and doers addressing global views with ethical and sustainable solutions.

3. MISSION

What are we

here to do?

SURVEY RESPONSE

Primarily, we physically host these artists and others, giving them the gift of unfettered time and space where they can work on their projects while being inspired by Zion Canyon itself.


Reco (DESIRE vs OUTCOME)

We want to empower solution-oriented individuals to lead influential engagements, ethical innovations, and sustainable actions that improve human consciousness and functionality.

4. VALUES

How will

we conduct

ourselves?

SURVEY RESPONSE

  1. Creativity: We celebrate and embrace the power of creativity, recognizing it as a catalyst for innovation, self-expression, and transformative change.
  2. Collaboration: We foster a culture of collaboration, valuing diverse perspectives, interdisciplinary approaches, and cross-cultural exchanges to address challenges and create meaningful impact.
  3. Excellence/Progressive: We strive for excellence in all that we do, upholding high standards of artistic and intellectual quality, continuous learning, and professional development.
  4. Inclusivity/Unbiased: We believe in creating an inclusive and welcoming environment that embraces diversity, promotes equity, and ensures that all voices are heard and valued.
  5. Sustainability: We are committed to sustainable practices, mindful resource management, and environmental stewardship, ensuring the long-term preservation of our natural and cultural heritage.
  6. Empowering: We empower individuals to reach their full potential, providing support, resources, and opportunities for personal and professional growth, fostering a sense of agency and self-confidence.
  7. Integrity/Honorable: We conduct ourselves with integrity, honesty, and ethical behavior, maintaining transparency, trust, and accountability in all our interactions and decision-making processes.
  8. Community/Harmony: We prioritize building a strong and interconnected community, nurturing meaningful relationships, and fostering a sense of belonging, collaboration, and support among all we interact with.
  9. Lifelong Learning/Wisdom: We value lifelong learning, promoting intellectual curiosity, critical thinking, and a continuous quest for knowledge and personal growth.
  10. Social impact/Humanistic: We are committed to creating positive social impact, using the arts and humanities as tools for positive change in our local communities and beyond.


Reco (TOP 4)

  1. Creative—catalysts for innovation, self-expression, and passion
  2. Honorable—unbiased optimists for human progress and accountability
  3. Inspirational—a campus crowned by the beauty of Zion National Park
  4. Empowering—foster proactive growth mindsets and opportunities

Brand Golden Circle

5. WHAT

WE DO?

Survey response

We provide time and space for exceptional and engaged artists, writers, scholars, musicians and others to pursue their projects. Additionally, we create programming, some physical, such as lectures and workshops, and some virtual, like podcasts and webinars to educate, connect and enhance our community. We will also use our physical campus as a center for conferences that will harness the hospitality networks in Springdale proper.


Reco (simple description)

We are a foundation located at the heart of Zion NP, where we foster exceptional creativity and host impactful local to global engagements.

6. HOW

WE DO IT?

SURVEY RESPONSE

We have a world-class physical campus where we can host a number of situations, residents, conferences, workshops and round tables. We also have fiber optic connectivity that enables us to create virtual, global events.


Reco (simple description)

We inspire and motivate with a world-class campus outfitted with state-of-the-art accommodations, tools, workshops, and studios.

7. WHY

WE DO IT?

SURVEY RESPONSE

To quote the fantastic naturalist and writer Barry Lopez: "Nobody can miss the alarm now in the air...we must overnight create a new kind of civilization." Again from our Mission Statement: "The urgency of our times demands a dynamic response."


Reco (simple description)

The urgency for our civilization to thrive effectively demands dynamic responses that ensure proactive solutions.

8. GOLDEN

STATEMENT

GOLDEN CIRCLE COMBINED (WHAT, HOW, WHY)

ZCM is a foundation located at the heart of Zion NP, where we foster exceptional creativity and host impactful local to global engagements. We inspire and motivate with a world-class campus outfitted with state-of-the-art accommodations, tools, workshops, and studios. We believe the urgency for our civilization to thrive effectively demands dynamic responses that ensure proactive solutions.

9. Explainer Sentence

Reco (VALUE OF SERVICE)

Our foundation offers remarkable people an inspiring environment to produce passion projects shareable to the world, and we host local to global engagements.

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