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Insomniac Studios - New York Finger Lakes Logo

NY Finger Lakes Logo

 

The New York Finger Lakes region is 9,000 square miles of glacier-carved lakes, soft rolling hills, dramatic jagged gorges, bucolic farmland and wooded shores. Eleven narrow lakes reach north to south across the landscape earning the name, Finger Lakes. The New York Finger Lakes region is known as one of the eastern United States' preeminent wine regions. It is a popular tourist destination and boasts abundant outdoor recreation.


Logo Overview

An in-depth analysis of the New York Finger Lakes region logo proved difficult as there appears to be no singular logo for the entire region. A Google search for the logo produced myriad results. One of the few consistent elements from logo to logo was the lakes themselves. The Finger Lakes, as seen from space, appear on several regional and business logos.


Logo Critique

Several identity issues face the New York Finger Lakes region. The first, and perhaps most problematic, is the lack of a single unifying mark under which New York Finger Lakes businesses can operate. Uniting 9,000 square miles of wineries, bed and breakfasts, restaurants, breweries, artists and artisans under one banner is no easy task.

New York State already peppers highways with signs broadcasting logos for unified attractions (I Heart New York), history (Path Through History), eat and drink (Taste NY) and recreation (New York State Parks). These logos guide familiar locals and unfamiliar tourists to destinations and points of interest through out the state. A single, unified logo for the New York Finger Lakes region is no less unrealistic a goal as it was for New York's existing tourism efforts.

As a visual element, the Finger Lakes as seen from space are too literal to serve as a symbol for the region and not literal enough to facilitate navigation. Graphically, they are too small, narrow and far apart to carry any substantive visual or emotional weight. Despite being an accurate physical representation of the lakes, most people don't interact with the Finger Lakes as they appear from space. They engage on the ground: they hike the trails, boat the waters, camp on the shores, meet the vintners and artisans in shops and galleries and share stories at bed and breakfasts. The physical relationship of one lake to another becomes irrelevant. What surfaces is what the Finger Lakes mean to people: a romantic weekend, a family vacation, the fish that got away, a remarkable meal. A lake map is no longer needed, but a finger lakes logo is.


Logo Revisions

The first step to rebrand the New York Finger Lakes region is to give it a strong, contemporary mark to identify and unite the region. The new logo creates a symbol that evokes the lakes, without mapping out their every detail. Whereas previously, the lakes felt light, wispy and disparate they now appear solid, connected and cohesive. This is achieved by repeating one shape and condensing the distance between each lake. The Finger Lakes appear less as individual lakes, but as one collective region.

The primary purpose of the New York Finger Lakes logo is to unite the region. This is accomplished with a business member association and an tourism campaign. As an extension of these endeavors, member businesses are encouraged to publicly display their affiliation at their store or office and to label products made in the region with the Made in the Finger Lakes logo.

The New York Finger Lakes and Made in the Finger Lakes logos are similar; relying on the same graphic interpretation of the Finger Lakes and typeface. This visual proximity links the product to region and helps to create awareness.

Beyond tourism and retail awareness, the new Finger Lakes logo seeks to rally public pride and community support in the form of regional merchandise. T-shirts, bumper stickers, window decals and coffee mugs bearing the New York Finger Lakes (NYFLX) and I Heart Finger Lakes (FLX) logos are available for sale with a small portion of the proceeds to benefit regional programs or projects.

A concept for a New York Finger Lakes logo and identity system to promote the wine region's tourism, businesses and products. Logo design by Rochester, NY, creative marketing and graphic design services company Insomniac Studios. Copyright, 2017.
New York Finger Lakes wine region logo architecture designed by Rochester-based Insomniac Studios in 2017.
The New York Finger Lakes logo reversed out in white on a black background from Insomniac Studios. All rights reserved, 2017.
The New York Finger Lakes logo design in black and white. Logo created by Rochester, NY, marketing services company Insomniac Studios.
This window decal identifies New York Finger Lakes member businesses and promotes New York Finger Lakes tourism and products and services. The Finger Lakes association, logo, decal and marketing materials are the work and property of Insomniac Studios. All rights reserved, 2017.
The New York Finger Lakes business member association window decal clearly and uniformly identifies Finger Lakes wine region member businesses. The window decal design and marketing by Insomniac Studios.
A large outdoor billboard promotes the New York Finger Lakes logo, identity and tourism campaign. Copyright, Insomniac Studios 2017.
A highway billboard promotes the New York Finger Lakes wine region logo and tourism campaign. Logo design and marketing from Insomniac Studios, 2017.
An outdoor billboard advertises the New York Finger Lakes wine region's new logo, brand identity and tourism campaign. Design by Insomniac Studios, 2017.
A design for a New York Finger Lakes (NYFLX) oval window decal, featuring the wine region's new logo from Insomniac Studios, copyright 2017.
The New York Finger Lakes (NYFLX) oval window decal on a car. Logo design by Insomniac Studios.
I Heart FLX tourism marketing campaign design featuring the revised New York Finger Lakes logo from Insomniac Studios, 2017.
The I Heart FLX design appears on a t-shirt to promote the New York Finger Lakes region tourism, businesses, products and services. FLX logo design and marketing from Insomniac Studios. Copyright 2017.
An alternative I Heart FLX logo design by Insomniac Studios in 2017. The logo promotes support of New York Finger Lakes’ businesses, products and services. Copyright 2017.
The I Heart FLX logo on a promotional or New York Finger Lakes business association member coffee mug from Insomniac Studios. Copyright, 2017.
A New York Finger Lakes (NYFLX) logo to promote the wine region's tourism and local businesses and products. Logo design by Insomniac Studios. Copyright 2017.
The I Heart FLX promotional logo appears on a car bumper sticker courtesy of Insomniac Studios, 2017.
The Made in the Finger Lakes logo from Insomniac Studios identifies and distinguishes New York Finger Lakes wine, food, gifts and other commercial products. Logo design by Insomniac Studios. Copyright 2017.
The Made in the Finger Lakes logo architecture. Logo design by Rochester, NY, marketing services company Insomniac Studios. Copyright 2017.
The Made in the Finger Lakes logo in white on a black background. Tourism and retail logo designed by marketing and design services company Insomniac Studios. Copyright 2017.
Black and white version of the new Made in the Finger Lakes logo to promote New York Finger Lakes wine region tourism and retail. Design by Insomniac Studios, 2017.
Made in the Finger Lakes adhesive label for New York Finger Lakes goods and services. Design from Insomniac Studios.
A Made in the Finger Lakes stamp identifies food and gifts from the New York Finger Lakes wine region. Logo design by Rochester marketing services company Insomniac Studios. Copyright, 2017.

From The Hip Case Studies

From the Hip case studies are thought-provoking, what-if explorations of a concept or theme. They do not represent a contract or partnership with the entities, real or fictitious, presented in this section. The designs presented here are property of Insomniac Studios.


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