Victor Garcia Design - Identity

Victor Garcia
Graphic design
Diseño gráfico

Leñas logo

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Las Leñas

Corporate identity for a sports and leisure mountain resort.
Client: Las Leñas S. A.
Year: 1982

Idea:
Harmony between Man and Nature. The sun is a dominant presence in that area, built from scratch on the mountain. It started as a ski and winter sports center. The waved band adds harmonious dynamism, suggesting the mountain, ski tracks or just a scarf in the wind.

• Graphic collection
MAMBA.
Museum of Modern Art
of Buenos Aires, 2004.

Time proof

Visual identities –under some «indispensable» updating pretexts– are often exposed to diverse manipulations.

Las Leñas is not an exception and had suffered some alterations since its creation, mainly irrelevant.

This one is the digitized original version. The one actually in use does not differ much of this one, but in insignificant details. It is a demonstration of the proposal's consistence and conceptual validity.

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Implementation

Las Leñas did not exist. It is an accomplishment of the will of man.
So an important task of the communication's strategy was setting up an intensive ID's diffusion program.

As part of that plan the ID was immediately implemented in many merchandising articles. This way wider and consistent mark identification took place shortly.

Identity system

Holding's Corporate Identity program.

Creative concept:
Integration in diversity.
To identify the mother mark with the different business areas.

– Travel Agency
– Real Estate
– Hotels
– Ski Instruction
– Snack mountain bar

Skileñas –the travel agency– was the only one implemented ID. Although the program was clear enough to identify the diverse corporate areas, finally the client gave up on applying the complete ID set.

Leñas logo family