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.
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.
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.
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.
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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