We were inspired by the simplicity and functionality of early 1900s typography, which provided us with a direction for the wordmark – one that would “feel at home today, tomorrow, and yesterday.” Using Alfarn (drawn by Alfred Arndt in 1923) as a starting point, we created a fitting wordmark, also designed to draw similarities with the iconic Santa Fe Southern Railway logo.

When it came to the brand’s logo, the team wanted to capture the high-contrast forms and shadows of Santa Fe. Anyone who has spent time in New Mexico can tell you that the light, the sky, and the shadows are like nowhere else in the world. When developing the symbol, we wanted to capture the spirit and feeling of the light in New Mexico. Walking around the plaza, you can become engulfed in the sharp shadows cast throughout the day. The contrast between the light and shadow creates such a special feeling.

Drawing from the abstracted works of Josef Albers’ adobe buildings, we created a series of flexible symbols that could morph and change when necessary. These are complimented by a selection of secondary illustrations, which simplify the symbols even further to reinforce the contrast of light and shadow. When combined, the resulting identity is versatile in its applications – from t-shirts and matchboxes through to packing tape and postcards for deliveries.

To push further, we developed a suite of printed collateral with the in-person meetings in-mind, as a way for visitors and online buyers alike to “bring a little piece of Santa Fe into their lives.” Likewise, we designed a set of branded shirts, totes, and bandannas to make the SFV browsing experience extra special.