Loop Touring
Project Overview
Loop Touring was created & co-founded by two top-drawer human beings—Andy and Jovana. The two of them had a goal to help others get outside, disconnect, and experience their beautiful backyard—the Canadian Rocky Mountains.
Loop Touring isn’t just a premium truck and camper rental company—it's an experience that goes beyond the ordinary, and they needed a killer brand identity to match. Loop Touring opens up a world of possibilities for adventurers of all kinds. Throughout the entire brand discovery workshop, the idea of ‘reinvention' kept coming up. This notion became the theme of our creative design direction for the entire project.
Project Scope
Logo Design
Brand Identity Design
Associated Type + Colours
Brand Photography
“We had a strong notion of the service we wanted to offer, but we knew we needed help creating a logo & brand that would capture the essence of it in a clear, engaging & professional way.
We are beyond grateful to have worked with tannerstrachanCREATIVE on this project! By enlisting their expertise, we not only were able to create a cohesive brand identity that translated to service bookings, but we did so by way of a creative adventure, as we were guided through each step of the ideation & design process in a fun, playful & engaging way.
Tanner is so calm, kind & personable. He is a delight to work with & together, we were able to create something meaningful that made such an impact on our small business.
We couldn’t recommend tannerstrachanCREATIVE enough!”
Jovana Duke, Co-Founder of Loop Touring
earth
shelter
change
This is Loop.
Loop is a tool for those with the courage to start, the resilience to persevere, and the want to be changed. Enabling new experiences: either with renting a truck & camper for the first time; venturing to new places or returning to favourite spots with a new perspective.
Loop is a stepping stone to new ways of living—It could be that you decide that exploring with a truck & camper is how you want to spend the rest of your days! Or decide to strip-back and simplify by heading out on adventures with less equipment. Or return after facing challenges and relay those lessons in other areas of your life, emboldened to try something new.
The Logo.
The logo for Loop Touring is a fusion of three uniquely important symbols—the Tent : the symbol for Shelter. Nature : through the alchemic symbol for the Earth, and the Delta Sign - the symbol for Change. Each of these symbols represent a distinct value for Jovana & Andy, and it was important for both of them that the company’s values were represented in the logo design.
The modern yet simplistic design of the logo is carefully crafted to align with the underlying concept of Loop, living simply while
embracing the essence of modern-day adventure gear. Whether it's the sleek lines of the logo mark or the minimalist colour palette, every aspect of the design echoes the idea of embracing simplicity in a world that is constantly evolving.
Variations
The Wordmark.
The Colour.
The colours chosen for the Loop Touring brand needed to pair well with nature, naturally complimenting the surrounding environment when out on an adventure in the backcountry. At the same time, they needed to inspire action and bring energy to those out adventuring. By carefully selecting natural tones for the Loop palette, we were able to achieve a captivating balance that exudes both tranquility and power—the essence of the great outdoors. The calming yet modern appeal of these hues effortlessly harmonizes with the natural world, creating a visual experience that is both somehow striking and soothing at the same time.
The Typeface.
invent yourself and then reinvent yourself,
don’t swim in the same slough.
invent yourself and then reinvent
yourself
and
stay out of the clutches of mediocrity.
invent yourself then reinvent yourself,
change your tone and shape so often that
they can never categorize you.
reinvigorate yourself and accept what is
but only on the terms that you have invented
and reinvented.
be self-taught.
and reinvent your life because you must;
it is your life and
its history
and the present
belong only to
you.
Charles Bukowski
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