Initially, we tested several creative directions, including all water elements. The client wanted a logo that represented peace, calm water, and sustainability. We tested various options for lettermark logos for visual impact. Finally, we presented several variations in color, as well as a monochrome version.

The client decided that the lake logomark best represented the values of their business brand. We finally developed a simplified image of a mountain and a lake in watery blues, as visually most appealing elements. These brand identifiers strongly evoke a sense of serenity and trust.