Mountain West, 2021
Graphic Designer, Brand Designer
Work was created as a project. Pending a purchase of logo by business owner who is starting a cafe and likes the logo and its brand identity.
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/7bf2361f-bb91-4956-8ef9-f3e70fe0124c_rw_1920.jpg?h=7b60ec599d9cbec07568524fbf32f8e0)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/7ffb61be-4baa-4b26-b56d-b47b8d97454f_rw_1920.jpg?h=9ab3a21c8b775c94e2323df3e48bbbdb)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/f3147f3b-983e-42c1-bf07-23c5e66f5daf_rw_1920.jpg?h=cdff35ab8ab0a211991f499befd8e5c6)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/5f06d5f2-ce49-45ad-9f94-0fe5a34247ca_rw_3840.jpg?h=a9d1e8cea9f89db012cf591ede5e3f15)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/fe215546-4c40-4deb-bd10-35f86498f0eb_rw_3840.jpg?h=a1914d85fa7dd7f747acf77be995a6c2)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/a28772d9-5843-4255-b30a-c36d63f21cd9_rw_1920.jpg?h=a2988710cc38727c79d9718bcbbafad9)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/67004d8d-8385-4be5-9410-09c4a0eb5630_rw_1920.png?h=ba3056e3e80e316c9451311f84d4d150)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/6aa44818-e059-4661-8892-201c5df6447a_rw_1920.png?h=e122917900472d37dfea00c7af86f3e7)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/8e97ecd2-91b4-4546-9028-c2b8539a1592_rw_1920.jpg?h=eb681ce6f235eb16418ae43c721e255a)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/c1735856-eb04-4464-901a-e22e5e7497a7_rw_3840.jpg?h=f3a511f514615872a2754524e56911a7)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/770f1ff0-03c5-49b9-9c91-456353c6fbe2_rw_1920.png?h=05e53a734e190ad766e6e7c2b85057ae)
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![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/63581d46-e829-4b4d-b2af-ed907eb90386_rw_3840.png?h=d3bbc3759ae6d5e68efa000416edc36e)
Changing the Brand Identity
In the evolution of the Mountain West logo, I shifted away from its original ruggedness and gradient style. During the modernization process, my goal was to infuse the design with a refined identity while embracing the emerging trend of "anti-advertising". Drawing on the original logo using the M and W of Mountain West, I created an elegant bowtie design, inspired by mountains, concealing a coffee bean at its center. The redesigned logo perfectly aligns with the aesthetic of cafe locations and possesses a contemporary appeal. By combining elements of the original design with a modern twist, the new Mountain West logo strikes a balance between tradition and a fresh, sophisticated look. While the original identity possesses undeniable beauty, this showcases the versatility and skill to develop distinct brand identities under the same umbrella.
The old Mountain West design
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/905042a9-f951-4beb-8256-ea9fb6fb3f90_rw_1920.png?h=8872ef7ba4defe5680f3eba9a79b0da1)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/1e349ea8-aa68-4bb0-aada-cf8e4173807b_rw_3840.png?h=55c6a75cad4524427e517674873b8cc0)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/8b635d42-07ff-487a-b8a9-5f8049a10603_rw_3840.jpg?h=fe4fa77f7400a1371d9abb069c570e32)
![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/4365302e-73cd-4cb6-802b-cef47627f4d8_rw_3840.jpg?h=f0fa0ca46b26e6e823bf8c879aa0bdfb)
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![](https://cdn.myportfolio.com/a0db213f-b6ca-4b02-b9d2-7286b0e364e6/ccb2c84a-63ce-4d59-81c5-34707aa6c054_rw_1920.png?h=25de7a67034192a16d182489d99bbb55)
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