Gaia GPS : Identity

Gaia GPS is the best navigation app for adventurers and professionals worldwide to plan, navigate, and explore the wilderness around them.

Design Challenge

Gaia GPS needed to refine and mature its industry-leading GPS navigation platform. In an outdoor app saturated market, it was my first task to give this company a prominent brand makeover starting with a fresh new logo.

My Approach

Researching the associated marketspace is the first step with all new projects I take on. I use this phase to take a close look at what succesful brands are achieveing, define any trends, and look for oppertunities to make a bold difference with my designs.

This is a collection of the most prominent (at the time) outdoor iOS apps. The animation shows various trends within these logos. It's important to take this into consideration so I do not end up with just another trendy outdoor logo.

With a clear understanding of the playing field, it's time to break out the pen and paper and start concepting ideas.

Large sheets of paper are filled edge to edge with ideas and concepts.

After sketching, the strongest concepts will then make their way into computer artboard for further exploration.

The first round of rough concepts go out to the client. From here I guage impact and collect feedback.

During the exploration phase you sometimes unlock a concept that is so solid, you cannot help but feel it's a clear winner.

A mountain is born.

“Everyone at the company loves the art, such a breath of fresh air!”

“I never thought one could get dozens of people to like a logo...almost every other design process I've been through has been bikeshedding and disagreements.”

– Andrew Johnson, Gaia GPS Founder

“I never thought one could get dozens of people to like a logo...almost every other design process I've been through has been bikeshedding and disagreements.”

– Andrew Johnson, Gaia GPS Founder

“I never thought one could get dozens of people to like a logo...almost every other design process I've been through has been bikeshedding and disagreements.”

– Andrew Johnson, Gaia GPS Founder

A logo is only the beginning.

A detailed set of branding guidelines will help support the logo and allow it to thrive in it's ever evolving environment.

Color Palette

My guiding theory is that Gaia GPS should be a brand heavily rooted in the outdoor lifestyle. I want it to inspire casual outdoor enthusiasts to take the next step and say “I’m ready for a big adventure.”

My guiding theory is that Gaia GPS should be a brand heavily rooted in the outdoor lifestyle.

Gaia’s primary colors are a direct reflection of an evergreen tree in a spring growth spurt.

Secondary colors continue the seasonal theme into Summer, Fall and Winter.

And grounding things in the best way possible, Gaia's foundation is built on granite rock.

Photography

Help people visualize the experience with compelling and relatable photography

In Action

The most important photos are the ones with people using the app in a natural setting. This shows the viewer what they can expect to experience when using Gaia GPS.

Environment

Another powerful use of photography is how it can be used to evoke a sense of being. When it isn’t necessary for a person to take the spotlight, we use photos of trails, summits, and relatable destinations.

On Device

Combination of action and environment. We use these images as the ultimate reflection of what it’s like to use GAIA GPS.

Iconography

Iconify the many complexities of the outside world.

Point of Interest

Following the solid and angular style of the logo was also tasked with designing an initial set of 30 icons at 24 x 24px. These icons were to primarily reside on the map, but they were designed in a way to also be used in conjunction with descriptions on various OSM related datapoints.

Illustrations

Moments of delight to be used in the web and mobile applications.

Patterns

Even something as simple as a pattern has real wold significance.

Epic Origin Story

Our patterns are drawn from natrure. Wavey lines represent water, angled lines mimic mountain ridges, and slashed lines imitate a forest canopy.

A Fine Selection

We use the appropriate pattern for the correct setting and choose a color that highlights the season or mood of the shot.

Swag

Putting the identity through its paces with real world usage.

It's not about the destination,
it's all about the journey.

This exercise in identity creatation was only the first step. Proving out the guidlines is where the real work comes into play. So be sure to check out the other Gaia related projects to see how this translates and grows.

This exercise in identity creatation was only the first step. Proving out the guidelines is where the real work comes into play. So be sure to check out the other Gaia related projects to see how this translates and grows.