Modern Look for Historic Town
The Boron Chamber of Commerce was in need of some new marketing material (a brochure actually) to give to tour companies requesting information. Along the discussions, we found that the entire Chamber was ready for a fresh start. They had a new board, new opportunities and so we suggested going with a new fresher look.
One of their requests was to get rid of the dated purples and pinks; a common desert palette from the 80's and 90's. So using an actual shot of the Mojave Desert in springtime, we selected the new color swatches of a rusty orange and brighter, sage green.
We simplified the overall imagery of the logo by only keeping a silhouette of a joshua tree. This allowed us to make the name much larger, making it the key focal point of the new artwork. The color was reintroduced into the branding using simple slanted rectangles. The "slant" is an integral part of their new branding. It allows us to indicate "shifting movements" and "action" without relying on highly contrasting (or complementing) colors that could appear more "agitating" than active for their audience.