Brand identity refresh for Outdoor Lab and Outdoor Lab Foundation. Outdoor Lab is a free outdoor program for 6th graders in Jefferson County, Colorado. Founded in 1957, it is a well-loved Jeffco institution. It provides a week-long residential camp experience in the mountains for approximately 5,000 Jeffco students each year, regardless of income level or their school/neighborhood. Students receive life-skills training, hands-on experiences, outdoor recreation, and mentorship in a safe and supportive environment. There are camp two locations: one at Mt. Blue Sky (formerly Mt. Evans) and Windy Peak. It is supported by the Outdoor Lab Foundation, which is the fundraising arm of the organization.
Outdoor Lab, their two camp locations, and the Foundation had various mismatched logos throughout the years. The goal was to create an updated cohesive brand family with the Outdoor Lab logo serving main umbrella for the three sub-logos. The logos needed to work together or separately, but always be identifiable as part of Outdoor Lab. We decided that the new logos should have a modern appeal, but still look warm, authentic, and established.
To achieve this goal, I created a main icon of mountains: three peaks to represent the Foundation, Mt. Blue Sky, and Windy Peak, all encircled by the main Outdoor Lab organization. The winding trail represents a journey and invites all to be included. The main font has a warm retro-style feeling, paired with a simpler clean modern font below.
The two locations and Foundation all have a complementary logo, with icons to represent different parts of the Outdoor Lab program, and each logo has its own color. That way they all have unique individual logos but are still part of the main Outdoor Lab family. Each logo has several layout variations, such as a horizontal version and the circular badge, for more versatility.
