Lakeside resortHorn Lake, north of Toronto
Retreat. Regain.
Restore.
00The project
- Client
- 凡策·雄鹿湾
Horn Lake Resort - Place
- North of Toronto, Ontario
- Year
- 2019
A lakeside retreat at Horn Lake, north of Toronto, needed a name that reads in two languages and a mark as quiet as the water. We drew a stag’s head in one even line, set HORN LAKE light and bold, and built a thirty-page identity book around it — logo, colour, English and Chinese type, and the stationery, print and guest amenities it would carry.
- Stag symbol
- Bilingual signatures
- Colour & type standards
- Business cards & letterhead
- Guest amenities
- 30-page identity book
01The mark
Antlers drawn
like branches.
The stag is drawn in a single line of constant weight: two antlers that branch like the trees along the shore, a long narrow face, a muzzle that closes to a point. The lettering keeps the same evenness — HORN light, LAKE bold, RESORT spaced wide, and 凡策·雄鹿湾 in a rounded Chinese face.
02Colour
Charcoal for every day,
gold for the occasion.
The book keeps to four colours: white, charcoal, black and a single gold. The signature runs in gold or charcoal on white and reverses out of charcoal; the gold is saved for pieces that should feel like an occasion, such as the face of the black business card.
White#FFFFFF
RGB 255 255 255 · CMYK 0 0 0 0
Charcoal#262626
RGB 38 38 38 · CMYK 69 65 65 69
Black#000000
RGB 0 0 0 · CMYK 72 65 65 69
Gold#BD9952
RGB 189 153 82
03Type
Two languages,
one quiet voice.
English is set in Avenir Next and Chinese in HYZhengYuan, both ranged left, and the book gives each language its own sizes and leading for headline, subhead and text. The line the client chose for itself, 仰俯天地，大美无言, sits beside the English three: Retreat, Regain, Restore.
仰俯天地，大美无言。
Retreat · Regain · Restore
- Headline
- Avenir Next Bold · 36/39 pt
- HYZhengYuan 85W · 36/39 pt
- Subhead
- Avenir Next Medium · 24/27 pt
- HYZhengYuan 75W · 24/27 pt
- Text
- Avenir Next Regular · 12/16 pt
- HYZhengYuan 45W · 12/16 pt
04Stationery
On paper,
one black, one white.
A two-sided card — the gold stag on black; the horizontal signature on white, with the antlers drawn large and running off the corner — and a letterhead headed by the stacked mark. Re-set from the book’s pages, with names and contact details left off.
05In the rooms
The stag,
at the bedside.
For the rooms, black slippers with the stag stitched in white, and a key-card sleeve where the antlers frame the suite number. Both are redrawn flat from the book’s pages.
Retreat · Regain · Restore