Cardiff 101 Mainstreet
Close-knit coastal community puts local flavor in the foreground.
Challenge
Keeping it home-grown, not ad-hoc.
Ideally situated on the pacific coast north of San Diego, Cardiff-by-the-Sea blends a well-established surf culture with an independent, artistic spirit. It set out to reflect community pride with graphic standards while avoiding an overly rigid, commercial presence.
Visual identity
Variety is the virtue.
An intentionally imperfect set of brand icons represents different facets of the community, and avoids creating a monolithic, commercially focused identity.
Stenciled typography extends the hand-done, DIY ethos.
Brand toolkit
Options on tap.
A color palette inspired by the local environment combines with brand iconography to create 50 possible variations.
Environments
Giving direction.
Implemented with hand-carved signage and street-stenciled icons throughout the community, the brand toolkit creates a sense of place while aiding wayfinding.
