A brand is more than a name or a logo. It is the sum total of everything a company says and does. A brand connects people to who the company is as an organization and what they want to be known for. Visual identity systems are powerful tools that help tell a brand’s story in a unique way. The most effective visual identity systems are recognizable even without the logo. They help bring order to complexity, differentiate offerings, establish hierarchy and allow for more layering of brand expression.


The Kananaskis Nordic Spa is a truly Canadian perspective on the Nordic way-to-wellness, inspired by the invigorating elements of the Canadian outdoors. All this ties to the Canadian tartan. This tartan pattern denotes warmth and comfort which induces relaxation and peace. The colour palette is underpinned by the tartan pattern and used to support the visual identity. Each color speaks to the changing seasons. Accordingly, consistency in the use of typography, colour and visual system leads to a strong brand image.






Scott Downey, Chef-Owner of The Butternut Tree, grew up in St. Albert and spent his summers visiting family in New Brunswick. The memory of the butternut tree in his grandmother’s backyard is a powerful symbol of the wonderful ingredients growing all over the Canadian landscape, waiting to be rediscovered.


The tree ring was a source of inspiration drawn from chef Downey’s younger years - the memory of going into the backyard and collecting butternuts from the massive tree in his grandmother's backyard. Chef remembers opening up these little safes to get to the sweet milky treasure inside. This aligns to the idea of Chef Downey’s goal to educate and expose Canadians and the world to the flavours of our nation.






Takori, an asian fusion taqueria by renowned chef Duncan Ly. What Takori offers is accessible. Takori customers can choose from taco trios with fillings like bulgogi beef brisket and pork belly with kimchi, giving them a chance to try chef Ly’s food without having to pay full-service restaurant prices.


Direction One

In creating a memorable logo, timelessness in the look and feel needs to be apparent. With the first direction of the logo, an earnest and more established approach was taken. Inspiration was taken from asian elements: double happiness character (a symbol of marriage) and korean characters to create something similar to an asian stamp. The lines in the box make up letters spelling T.A.K.O.R.I. The "marriage" of asian characters with the western alphabet make for a sturdy, unique and innovative logo which coincides with the Takori brand - asian flavors with a canadian flare. And is also indicative of Chef Duncan's background (born in Vietnam, grew up and trained in Canada).


Direction Two

Combining elements from the taco, Korean flag and Vietnamese flag, a playful approach was taken to create an asian street food look and feel. This logo direction speaks directly to the audience which are young adults and family that is looking for a great and quick meal. The ever recognizable graphic of a taco makes it approachable and to an extent relatable to the audience and quickly communicates a "fast meal".