The goal of this project was to develop a brand identity for Emerald Trail's 5K/10K that would feature a route that runs near the LaVilla area.
Roughs
For the first concept, I wanted to integrate the elements that harken back to the Ritz Theatre and the art deco aesthetic it utilizes in its signage.
Comps
The second concept, while using elements from the previous version, also aims to showcase the history of the area. I did this by applying imagery that mirrors popular establishments that would be found in the LaVilla area in its prime such as: ice cream shops, cobblers, and jazz clubs.
Final Logo
The third concept, that would become the final, was to use a bridge in Jacksonville, complemented by a water element. Originally opting for the Main Street bridge, the client wanted to go in a different direction.
In the final logo, I used the Fuller Warren bridge, since the bridge is not the most visually interesting, I approached the logo with a more abstract concept.