Belvedere Grand Logo
Overview
The Belvedere Grand is an inn and restaurant in the Upper Peninsula of Michigan. At the time of this project, it had just been purchased from a family that had owned it for decades prior. 'The Belvedere Grand' was a new name, and thus, a new logo was in order.
- Logo Design
- Brand Design
- Adobe Illustrator
- Marketing
- Print Design
- Graphic design
Background
When my girlfriend and I were living in the Upper Peninsula or Michigan for a Summer, she was bartending at a local inn that had just recently changed hands. I would stop by to keep Olivia company every now again, and on one such occasion, I struck up a conversation with the new owner. She told me her ambitions for upgrading the establishment and her desire to give it a more 'luxurious' facelift. Inspired, I went home a drafted something akin to what you see above. I sent her my idea, and she loved it! We ran with the concept and proceeded to draft a suite of brand deliverables to transform The Belvedere Grand into a jewel of the Upper Peninsula.
The Challenge
The clientele prior to the re-brand were vacationers and ATV'ers in the Summer, and fishermen and snowmobilers in the Winter. The logo had to convey a high-end option for the area, without alienating the customer base that had kept it in business up to this point. The chosen typeface conveys larger-than-life luxury, but the thin, whispy characters and silhouette of a goat keep it grounded in 'UP-authenticity'.