Moraine Lake Lodge

Background

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.

Solution

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.