Mount Vernon Rebrand
Summary
The client, Mount Vernon Towers, is a retirement community located in a beautiful part of Sandy Springs, known for its lush greenery, gardens, and gazebo. The project focused on redesigning their existing logo and giving the brand a modern yet sophisticated refresh.
Drawing inspiration from Art Nouveau, I created a logo and pattern system that evokes their natural surroundings while elevating the aesthetic into a more refined, intentional expression of the style. Their current logo hints at an Art Nouveau direction, but the new identity brings that vision to a fully realized and contemporary level.
Mount Vernon Rebrand
Logo Lockup & Symbol
The logo lockup was designed to evoke an Art Nouveau–inspired yet modern feel. The symbol itself creates a dual-image effect depending on how you view it: an interlocking M and V formed through intentional white space, paired with vine and leaf detailing that reinforces the brand’s natural character. The floral element subtly echoes the shape of a V, adding an elegant organic touch. The full name of the home is paired with this mark using a simplified, Art Nouveau–inspired typeface that feels clean, elevated, and aligned with the refined energy we aimed to achieve.
Mount Vernon Rebrand
Color Pallete
The color palette draws inspiration from the greens commonly found in Art Nouveau–style paintings, highlighting themes of greenery and natural surroundings. Mount Vernon Emerald serves as the primary color, supported by Garden Sunlight, a subtle yellow-green that complements it beautifully. A warm off-white rounds out the palette, offering a clean, natural backdrop for print materials and pattern applications.
Mount Vernon Rebrand
Brand Pattern
The pattern was designed to evoke the vines surrounding the gazebo in the garden, drawing inspiration from Art Nouveau motifs and traditional vine-bordered designs. Hidden M and V elements are woven throughout, adding subtle meaning and reinforcing the brand identity
Mount Vernon Rebrand
Business Card
The business card features the elegant Art Nouveau–inspired brand pattern framing the logo lockup on the front. On the back, the pattern appears more subtly behind the contact information. The slogan, Active Senior Living, is set in a typeface that echoes the leaf-like forms of the logo symbol, creating a cohesive look. Essential details, such as the phone number and website, are displayed cleanly and clearly for ease of use.