Fort myers
Branding • art direction • Custom Type
This new brand is inspired by waves. Not just the fact that Fort Myers is an ocean-side destination, because that is true. But waves truly embody the attitude of Fort Myers. They can be both calming and an adventure depending on the day, they’re consistent and reliable, and they literally go with the flow. I wanted to give Fort Myers a logo that could do all those things as well, and so I pulled my inspiration directly from the waves to create a custom type with flow and movement, that can literally go from the beach to the boardroom.
Fort Myers as a destination actually encompasses multiple towns, islands, and neighborhoods. Each of these distinct areas would get a logo variation and brand elements that they could use to promote their location. For example, the largest island is Sanibel Island. We created a logo lockup that could be used when referencing Sanibel, and illustrated their iconic lighthouse.
Fort Myers wanted a mark for their internal campaign that tied in with the new mark. This would be utilized on internal county materials to reflect the brand message that they are pushing—that it’s Fort Myers’ time.
This new mark is expected to work for both the fun tourism department as well as the more profession sports development and economic development departments. To address this we also made a Lee County partner logo and created a color palette and illustrations that would represent these more professionally oriented departments while staying true to the new Fort Myers brand.
Proposed neon signage for downtown Fort Myers as a part of the new brand launch