By: Victoria Ortiz
To accompany our new name we needed a new look and feel that embodied our tagline “Explore. Collect. Protect.” We turned to a designer who could visually blend these diverse elements of our organization. Stacy Townsend of Bozeman-based Townsend Collective walked us through the creative process of an organizational rebrand, and it sounded a lot like the scientific process.
“Design is solving a problem,” says Townsend. “In this case we needed a clean and simple image that made you simultaneously think of both science and adventure.”
Then she combined the double mountain peak and the molecule. “It clicked,” says Townsend. The mark illustrates an electron, held strong to its path by the magnetic nature of its nucleus – the mountains.
“You can talk about design as this big mystery, but the reality is that I try a lot of things, talk to my clients about what makes sense with the brand, and make it sing.”