Moraine Lake Lodge


Like nothing of its kind, Moraine Lake Lodge is nestled beside a dazzling turquoise lake, surrounded by pine forests, and framed by towering snow-capped mountains. The luxurious lodge and accompanying cabins are designed by renowned architect Arthur Erickson. Every room provides an incomparably breathtaking view of Moraine Lake, the Valley of the Ten Peaks, and the surrounding glaciers of the Rocky Mountains.

Challenge and Opportunity

After years with an operative logo, Moraine Lake Lodge decided it was time to review the visual brand identity alongside the vision for the Lodge. Respecting the history of the place, the Lodge’s leadership was ready for a refresh. As far as clientele, digital communication specifically Instagram has played a large role in attracting a younger demographic. Along with the returning clientele of Moraine Lake Lodge, the refreshed brand needed to resonate with both audiences.

Enter Carter Hales. After completing Discovery, as a branding agency we knew that the new visual identity had to do two things: 1) communicate the unique elegance of the Moraine Lake Lodge experience and 2) bring in the spectacular natural setting of the Lodge’s location. It went without saying that the Lodge needed a comprehensive visual identity, not just a logo-and one that could function seamlessly on a wide variety of physical and digital applications.


Drawing inspiration from the utterly iconic setting of Moraine Lake Lodge, we developed a new visual brand identity that captures the essence of the whole experience. The wordmark is refined and elegant like the lodge itself while the sharp cuts on the letter forms are inspired by the contour of the Rockies. The icon was conceived as a rough cut jewel – as if from the Rockies themselves filled with the teal water. The water is a focal point of the Moraine Lake Lodge experience that demanded our attention conceptually and through the colour palette. The turquoise, jewel-like lake with the mountains projecting steeply around it was brought to the forefront, the final outcome being a fresh, modern identity for the Lodge.

Our Services





Convinced? Contact Us Need More Proof? View More Projects

Subscribe To Our Lab Report

Carter Hales Design Lab Inc. will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please let us know all the ways you would like to hear from us:

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.