El Camino Travel
Three years ago I had the chance to work on El Camino Travel’s first re-branding. This was before any of us knew a pandemic would happen and the way we lived would change for a long while. Ever since then, I’ve been a part of the El Camino team as an advisor and designer to keep that vision going. This new look is us evolving to fit the times and all the exciting and suprising places this new era has taken us.
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El Camino Travel
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Re-branding
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Logo Design
Branding Guidelines
Art Direction
Illustration
Social Media Collaterals
Merch Design
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Before, El Camino’s branding was pretty simple and playful because it was just a companion to the experiences of small group trips. Within our current reality, we needed a visual language with more presence that could make digital user’s experiences easier, more practical. With these new platforms, new possibilities have opened up, and we needed a more versatile and scalable look that could grow in different directions.
The new logo is based on a rounded serif font where the letters are connected to one another. The word mark's intention is to convey the feeling of meandering, and exploring while being connected. It aims to reference the bridges created by travel and community, while also referencing the idea of "camino" (Spanish for path- a winding road). It's slightly quirky, with hand-crafted imperfect details to keep the playfullness of the brand’s personality, while remaining modern and timeless. The serif fonts add a decent feeling of femininity without feeling over powering. The new style is still playful and edgy at times. The color palette was created based on our previous one, with less saturated tones and adding a wider range of colors to be able to communicate a more global range of moods (and destinations!).
