A brand identity for a fictional alpine technology company — a mountain form built from negative space, presented with color palette and brand application.
Brand Identity2012
Student project. Alpine Tech was not a client and did not commission this work. Coursework, Everett Community College — Graph 213.
DesignerJohn S. Eldridge, Jr.
Alpine Tech was a brand identity project for Graph 213 at Everett Community College. The brief was to create a complete identity for a fictional alpine technology company — a brand that felt rugged and precise at the same time, mountain-born but tech-forward. The assignment required a primary mark, a color system, and application mockups showing the identity in real-world use.
The concept was negative space. The mountain peak sits inside the letter A, so the mark reads as both a wordmark and an icon at any size. The geometry is clean enough to scale down to an app icon without losing the form. I built it in Illustrator as pure vector art — every angle deliberate, every curve a Bezier I placed by hand.
Alpine Tech logo — the primary mark, a mountain peak formed through negative space inside the letter A, with the full wordmark set in a clean geometric sans
The presentation page pulls everything together — the logo lockup, a blue and slate color palette chosen for its read of cold altitude and technical precision, and application examples showing the mark on a business card and in a brand context. The palette runs from deep navy through ice blue, which keeps the alpine reference without resorting to literal mountain imagery in every application.
Brand presentation page — the logo lockup, a blue and slate color palette, and business card application examples assembled on a single sheet
The final files were delivered as vector Illustrator files with a defined color palette, ready to scale to any output size.
