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Project Spotlight: Sawtooth Lodge—Leading the Logo Redesign for Sawtooth Lodge in Grandjean, Idaho

Nestled at the base of the Sawtooth Wilderness in Grandjean, Idaho, the Sawtooth Lodge is a cherished retreat with a legacy spanning over a century. To honor its historic roots and appeal to modern adventurers, the logo was redesigned to reflect the lodge's unique identity and connection to the region's natural beauty.


1. Discovery Phase


Capturing the Spirit of the Lodge


The Sawtooth Lodge rebrand began with a deep dive into the history and essence of Sawtooth Lodge. Stakeholders shared stories of the lodge’s founding in 1927 and its role as a gateway to the wilderness. This exploration helped identify key elements to incorporate into the new logo: the natural surroundings, shape of the mountains, rustic charm, and a sense of adventure that has drawn visitors for generations.


2. Logo Design


Crafting a Timeless Visual Identity


  • Inspiration from Nature: The redesigned logo takes inspiration from the breathtaking surroundings, prominently featuring the towering silhouette of the Sawtooth Mountains alongside the lodge’s rustic architecture. The goal was to create a design that feels deeply rooted in nature while remaining timeless and versatile. Achieving this required meticulous study of the mountain range’s unique peaks, with numerous hand-drawn drafts capturing their essence. After careful refinement, the final illustration was chosen to perfectly embody the lodge’s connection to its stunning natural environment.

  • Color Palette: Initially, earthy tones like deep forest green and warm brown were selected to evoke a sense of wilderness and authenticity, reflecting the lodge's commitment to preserving the natural beauty of its surroundings. However, in the final stages, simplicity took precedence. A timeless black-and-white template was chosen for the logo, allowing it to seamlessly integrate with vibrant photo and video content that would provide the visual color palette. This approach ensures the logo remains versatile while letting the stunning imagery of the lodge and its surroundings take center stage.

  • Versatility: The logo was intentionally designed with flexibility at its core, ensuring it could adapt seamlessly across a wide range of applications. From physical signage to digital platforms, the design maintains its impact and clarity. Since its launch, the logo has been successfully applied to an array of merchandise, including backpacks, hats, sweatshirts, t-shirts, stickers, and more, showcasing its ability to remain visually striking across various mediums.

3. Design Process


Balancing Tradition and Modern Appeal


The logo redesign involved several iterations to find the perfect balance between honoring the lodge’s history and appealing to today’s audience. Early drafts leaned heavily on rustic elements, while later versions incorporated simplified shapes and modern design principles to achieve a clean, polished look. Three initial designs were presented, and feedback from stakeholders ensured that the final design resonated with the lodge’s values and vision.


4. Deliverables


Extending the Logo Across Brand Materials


While the focus was on logo creation, the design process naturally informed broader branding opportunities:


  • A primary logo featuring the lodge’s name and mountain motif.

  • A secondary icon for use on smaller items like merchandise and social media profiles.


 

The new logo for Sawtooth Lodge encapsulates its rich history and natural beauty while providing a fresh, versatile design for modern applications. This visual identity ensures the lodge continues to resonate with both long-time patrons and new adventurers, solidifying its status as an iconic destination in Idaho’s wilderness.


 

Project Highlights


  • Client: Sawtooth Lodge

  • Project Completion Date: November 2018

  • Services Provided: Brand Development, Logo Design

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