For Canadian travel agency Fresh Tracks Canada and its sub-brands, Rationale refined the company’s logo and identity system to reflect three primary elements: the Canadian maple leaf in its distinctive red, the motion of travel, and the “fresh track” of nature’s bounty via the hollowed-out shape of the interior. Slightly rounded corners give a friendly appearance and are a nod to the soft edges of nature.
For Canadian travel agency Fresh Tracks Canada and its sub-brands, Rationale refined the company’s logo and identity system to reflect three primary elements: the Canadian maple leaf in its distinctive red, the motion of travel, and the “fresh track” of nature’s bounty via the hollowed-out shape of the interior. Slightly rounded corners give a friendly appearance and are a nod to the soft edges of nature.
The design approach extends well in digital and physical applications to a consistent and robust effect. The strong, focused messaging, ample white space, and contrast of elements continue this refined voice.
![rationale design fresh tracks canada logomark 2022](https://rationale-design.imgix.net/uploads/rationale_2022_freshtracks_1c.jpg?w=1500&auto=format&fit=max&dpr=1&q=50)
![rationale design fresh tracks canada brand guidelines 2022](https://rationale-design.imgix.net/uploads/rationale_2022_freshtracks_2b.jpg?w=1500&auto=format&fit=max&dpr=1&q=50)
![rationale design fresh tracks canada brand guidelines 2022](https://rationale-design.imgix.net/uploads/rationale_2022_freshtracks_3b.jpg?w=1500&auto=format&fit=max&dpr=1&q=50)
![rationale design fresh tracks canada posters 2022](https://rationale-design.imgix.net/uploads/rationale_2022_freshtracks_4b.jpg?w=1500&auto=format&fit=max&dpr=1&q=50)
![rationale design fresh tracks canada brochure 2022](https://rationale-design.imgix.net/uploads/rationale_2022_freshtracks_5b.jpg?w=1500&auto=format&fit=max&dpr=1&q=50)