“Parque Ecológico Chipinque (Chipinque Ecological Park) is a protected natural area of 1,791 hectares, located in the Sierra Madre Oriental, within the limits of the Cumbres de Monterrey National Park. Covering altitudes of 730 to 2,200 meters above sea level, with representative flora and fauna from the xerophytic scrub to the pine-oak forest. It has an excellent climate and an average annual temperature of 21ºC. Chipinque is one of the most important natural passages in the region due to its proximity to the city of Monterrey and the attractions and services it offers.” The park is managed by Parque Ecológico Chipinque A.B.P., a Private Benefit Association, under the tutelage of a Board of Trustees with the objective to preserve, restore, develop and improve the soil, water, vegetation, fauna and in general the elements and ecological conditions of the area known as Chipinque, to conserve it as an ecological reserve, for the benefit of the community.
Brands&People (San Pedro Garza García, Nuevo Leon, Mexico)
We proposed to feel modern, but iconic, to convey a sense of respect that comes from being in the presence of this natural wonder.
We create a consistent but flexible identity to live in different media, materials and objects, from stationery to social networks.
We fuse modern typography with the topology of the mountain itself. The result clearly expresses what Chipinque is: the mountainous place at the top of the city, intrinsically connected to it.
Images (opinion after)
The old logo… yeah… not much point in getting too deep about it, we all have eyes, we all see it, especially you tiny little “o” with an accent. I see you. The new primary logo is okay; a little heavy on the Dribbble aesthetic but what it does well is position the destination as a hipstery-naturey-REI-ish brand, making the idea of visiting a mountain a little more exciting (or at least reassuring). The highlight of the project for me is the secondary logo, a giant “C” with a photograph of the mountain shaping the top of the letter. I’m not exactly sure why but I just dig it. I even like the use of photos of people doing things on it, giving it a slightly surrealist vibe. The applications are contemporary, fun, lively, and simple. That first marker photo is all kinds of cool with the concrete slab and the mint color contrast. There is a ton more photos/renders at the project link that are worth a look. Overall, this is a great identity that, pun intended, makes a mountain out of a molehill where there probably wasn’t a need to make such a cool identity for a mountain yet they went above and beyond for it.