Laken, a luxury residential development in Gramado, in Brazil's Serra Gaúcha region, made the cut for Branding Element Logos 2, a book published by SendPoints that collects brand identity projects and process from design agencies and designers around the world. The development is named for a wild duck in flight, drawn as a single economical silhouette and folded directly into the wordmark itself, a mark built to read as quietly as the landscape it's named for.
Branding Element Logos 2, published by SendPoints
The identity leans on restraint the same way the development does: a thin, wide-set wordmark, a muted palette of charcoal, slate blue and sand, and the duck silhouette repeated across cards, stationery and signage rather than redrawn into something louder. Laken's own brand statement puts it plainly: the vision is to redefine luxury living by harmonizing sophistication with the serenity of nature, a promise carried as much by the quiet of the mark as by anything written on the page.
The Laken identity system: the duck mark and wordmark across cards and stationery
Branding Element Logos 2 exists to collect identity work worth studying for its process as much as its result, and Laken's inclusion sits that restraint next to agencies from around the world. "Seu refúgio nas montanhas," the development's own tagline reads, your refuge in the mountains, a line the identity was built to earn rather than just print.
The wild duck Laken is named for, swimming the lake beside its wordmark
Laken's stationery, the duck mark cut into card stock and glass signage
Laken's own brand statement: a lifestyle built on Gramado's mountains, lakes and quiet
"Seu refúgio nas montanhas," Laken's tagline, carried into its lifestyle photography
"A development named for the bird on its own lake, and an identity built quiet enough to match it."
Branding Element Logos 2, SendPoints