REBRAND BLACK ELK PEAK
PROJECT DESCRIPTION|
MISSION STATEMENT |
This project is intended to transport the students into the boardroom of companies all over America that are evaluating their brands and the messages communicated by those brands. These issues are common when companies have a brand that no longer communicates the intended message, or still communicates the message, but the message no longer fits with the vision of the brand, today.
Black Elk Peak has a mission to preserve and protect the unique geological, natural and historical resources of the Black Elk Wilderness for the benefit and enjoyment of present and future generations. To provide educational opportunities as well as an understanding and appreciation of both the natural and human history of the region and its surroundings.
PROGRAMS USED |
Illustrator
Photoshop
Adobe Sketchbook
LEVEL |
Senior
Brand Manual Download
Black Elk Peak |Formally Known as Harney Peak
“The current name is painful and distressing to the Tribal People,” an unnamed member of the board had said during deliberations. “That’s a reasonable justification for the change.”
The name change was due to complaints being offensive due to Harney leading a series of battles against indigenous people. Most infamously, Harney’s men massacred Native women and children during a battle in 1855 – Battle of Ash Hollow.
Harney Peak is no longer named after an army officer who has been accused of massacring native people. It will now be called “Black Elk Peak” after Nicholas Black Elk, an elderly Lakota visionary, medicine man, and catechist.
Nicholas Black Elk (1863-1950) – Oglala Lakota (Sioux) holy man.
The peak lies in the Black Elk Wilderness of Black Hills National Forest, in Pennington Country.
Black Elk Peak = 7,242 ft / 2,207 m
Black Elk Peak |Primary, Secondary, & Tertiary Logos
The first logo (with the profile of the peak) is the Primary logo and it's considered to be the main identity mark of the brand. The secondary logo is the same as the first logo without the profile boarder. The last two are tertiary logos & they provide more flexibility when using different design applications
The color palette used emulates the beautiful colors seen in South Dakota sunrises & sunsets.
Black Elk Peak |Stationery Sets
These stationery sets are used for corporate instances. Here you can see three different sets, I chose to do multiple colors for multiple divisions in the business. Examples include: orange - hiking specialist, blue - wildlife specialist, purple - park ranger.
Black Elk Peak is the highest peak east of the Rockies - seen here is the letterhead with the profile of the peak on the east side of the paper - it's the little things behind design.
Black Elk Peak |Merchandise
These are some examples of what merchandise for Black Elk Peak would look like with the new branding. Governor Kristi Noem also decided to make an appearance in support of the rebranding of Harney Peak to Black Elk Peak. This also features an embroidered patch to provide users a price ranges when buying souvenirs.
Black Elk Peak |Digital Billboards
