Relax You’re Here – Lauderdale-By-The-Sea
In the last year we have been very proud to be called on to re-brand one of our favorite holiday spots along our coast.
The little town of Lauderdale-by-the-Sea has successfully held on to it’s old fashioned family-friendly atmosphere but was now in need of a little branding, to set the town apart from it’s bigger, brasher city neighbors!
It comes as such a surprise to find such a pleasant, well organised little beach community with well-established small hotels, delightful restaurants and bars, and quite a thriving business community all tucked nicely between the Intracoastal waterway and the Atlantic ocean. High-rise condominiums have slowly eroded that important holiday destination feel from other towns along the coast. Yet Lauderdale-by-the-Sea seems unaffected. Relaxed, quiet residential neighborhoods, walkable attractions and of course golden sands and an iconic wooden fishing pier. This is something we should celebrate with a few dashes of summer colors and a nod to yesteryear.
A Very Modern Nostalgia
Our new Lauderdale-By-The-Sea logo was designed to evoke this unique relaxed atmosphere and to reflect the true nature of the town. My aim was to create a set of component visuals that tied into the memories of the generational visitors. The folks who came here as little kids, and now bring their grand children to experience this special little holiday town. There’s a lot of Miami Modern stylings in the older buildings, and rather than opt for something elaborate it was felt that simple, modern and uncomplicated graphics (with deliberate echoes of children’s alphabet blocks) and bright summer colors would do the trick!
The tagline came out of a conversation and immediately fitted the idea that, after the hustle of workaday life – and a perhaps less-than-easy journey – it was now time to kick of the shoes and, well, relax.
The design features a quintessentially American outdoor chair, already a favorite at the LBTS beach portals and on back porch decks across the country. Inspired by the classic early 20th century Westport and Adirondack chairs our chair evokes heartland outdoor America; down-home hand-built and so familiar.
These chairs fit in perfectly with the iconic mid-century modern buildings found in the town, and we wanted something that we can all feel at home with whether we’ve travelled from near or far. It’s that home-from-home feeling.
Our pelican was inspired partly by the pelican sculpture by Carl Wagner in our town square, and also by the regular pelican visitors to Anglin’s Pier; here to keep an eye out for easy fishing, and relax in our bright Florida sunshine. One of the iconic sights along our sands is the pelicans on patrol. So elegant and in control while in flight, yet cute and comic on the ground. Full of grace yet quirky and approachable.
Its so important to see that our pelican isn’t flying off into the blue, but is perfectly happy and at home right here in Lauderdale-By-The-Sea.