The Lane Brand
A brand identity that accurately represents the fun, welcoming, and relaxing nature of The Lane.
Client:
The Lane
Date:
2019
Scope:
Brand definition
Visual identity System
Brand Guidelines
Creative Direction
Messaging
Design Direction
The approach for this identity was centered around the concept of new nobility — what does it mean to be noble today? We wanted to capture the essence of grit and perseverance of a migrant's journey, the beauty and strength of the monarch butterfly. Key words for this brand are: Genuine, Alluring, Noble, Driven.
Logo
The keywords used to guide all creative decisions for this brand are genuine, alluring, driven, and noble. The Moteado logo winks at tradition with a dynamic and varied rhythm and letterforms inspired by calligraphy. A modern take on nobility.
Custom Seal
Every element in the seal carries an important message. Its oval shape really differentiates it from the more standard circular seals. The arch represents new opportunities. It is shinning hope along the horizon. The shape also mimics that of a crown or halo, representing the concept of nobility.
Typography and Color
The Moteado color palette pulls from natural elements as well as precious metals and fine fabrics. A strong serif typeface (PT Serif) is balanced with a sensible, hard working sans serif (Roboto).
“Marcela is a great and thoughtful designer. She will listen to your ideas, walk through ideas and visual boards with you, and make sure you get to a happy place.”
— Rachel, Co-founder, The Lane