The New York Finger Lakes (FLX) region is 9,000 square miles of glacier-carved lakes, soft rolling hills, dramatic jagged gorges, bucolic farmland and wooded shores. Eleven narrow lakes stretch north to south across the Upstate New York landscape. The Finger Lakes region is known as one of the eastern United States' preeminent wine regions. It is a popular tourist destination and boasts abundant outdoor recreation.
Finger Lakes Logo Overview
An in-depth analysis of the current New York Finger Lakes logo proved difficult, as there appears to be no singular logo for the entire region. A Google search for the logo produced myriad results. One of the few consistent elements from logo to logo was a satellite view of the lakes themselves. The Finger Lakes, as seen from space, appear on several regional and business logos.
Finger Lakes Logo Critique
Several identity issues face the New York Finger Lakes region. The first, and perhaps most problematic, is the lack of a single unifying logo under which New York Finger Lakes businesses can operate. Uniting 9,000 square miles of wineries, bed and breakfasts, restaurants, breweries, artists and artisans under one logo is no easy task.
The State of New York already peppers its highways with signs broadcasting logos for attractions (I Heart New York), history (Path Through History), eat and drink (Taste NY) and recreation (New York State Parks). These logos guide locals and tourists to destinations and points of interest throughout the state. A single, unified logo for the New York Finger Lakes region is no less unrealistic a goal.
Uniting 9,000 square miles of wineries, bed and breakfasts, restaurants, breweries, artists and artisans under one logo is no easy task.
The Finger-Lakes-as-seen-from-space is too literal a design to serve as a visual symbol for the region and not literal enough to facilitate navigation. Graphically, the Finger Lakes are too small, narrow and far apart to carry any substantive visual or emotional weight. Despite being an accurate physical representation of the lakes, most people don't interact with the New York Finger Lakes as they appear from space. They engage on the ground: they hike the trails, boat the waters, camp on the shores, meet the vintners and artisans in shops and galleries and share stories at bed and breakfasts. The physical relationship of one lake to another becomes irrelevant. The relevance of the New York Finger Lakes lies in what they mean to people: a romantic weekend, a family vacation, the fish that got away, a remarkable meal. A Finger Lake map logo is no longer needed, but a Finger Lakes logo is.
The relevance of the New York Finger Lakes lies in what they mean to people: a romantic weekend, a family vacation, the fish that got away, a remarkable meal.
FLX Logo Revisions
The first step to branding the New York Finger Lakes is to give it a strong, contemporary logo. The new logo creates a symbol that evokes the lakes, without mapping their every detail. Whereas previous Finger Lakes logo designs felt light, wispy and disparate, the lakes now appear solid, connected and cohesive. This is achieved by using one shape to represent the Finger Lakes and condensing the geographic distance between each lake. In the new FLX logo design, the Finger Lakes appear less like individual lakes and more like one collective region.
Whereas previous Finger Lakes logo designs felt light, wispy and disparate, they now appear solid, connected and cohesive.
The primary purpose of the new FLX logo is to unite the region. This is accomplished with a business member association and an tourism campaign. As an extension of these endeavors, member businesses are encouraged to publicly display their affiliation at their store or office and to label products made in the region with the Made in the Finger Lakes logo.
The New York Finger Lakes and Made in the Finger Lakes logos are similar; relying on the same graphic interpretation of the Finger Lakes and typeface. This visual proximity links Finger Lakes products to the Finger Lakes region and creates awareness. Beyond tourism and retail awareness, the updated Finger Lakes logo rallies public pride. T-shirts, bumper stickers, window decals and coffee mugs bearing the new Finger Lakes logo and I Heart FLX logo show community support.
Finger Lakes Logo Design
FLX and I Heart FLX Logos
FLX Logo Merchandise
Finger Lakes Marketing
FLX Logo Brand Colors
Made in the Finger Lakes Logo
FLX Member Program
FLX Mobile App Concept
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