WK 10 • February 2021
Shuksan™ Brand
Brand Identity
Mount Shuksan is a peak in the North Cascades National Park, rising 9,131 feet. The word itself comes from the Lummi word meaning "high peak." Being such a prominent geographic foundation, I thought it would make for a great company name. The fictional company, Shuksan, is a holding company of sorts and therefore does not require any specific brand allusions to a particular product or service. Rather, the company's icon and brand are drawn from the highly geometric shape of the mountain, which provides an angular look to the icon and related collaterals. The colors, which incorporate the blue-dark-blues, are inspired by Baker Lake (located at the mountain's foothills) and can be used as both contrast or gradient-based color schemes. The typography, epilogue, a 2-axes sans-serif typeface in neo-grotesque design provides the much-desired readability in a modern brand such as this.