Patagonia Punto Sur Brand identity for alternative tourism in Patagonia
Patagonia Punto Sur creates tourism experiences in Argentine Patagonia: routes, adventure and nature, with a clear commitment to local culture. I designed its visual identity and social media presence to convey three ideas: connection with nature, culture and tradition, and authentic adventure.
- ClientPatagonia Punto Sur
- SectorAlternative tourism · Patagonia, Argentina
- Project typeTourism branding
- ServicesVisual identity · Social media · Art direction
01Logo concept
Compass and mountain: a point that marks the south.
The sketch starts with a mountain, the Piltri, on a horizon line with a compass below. The mountain moves into the logo, in the A's without a crossbar; the compass stays in the symbol, pointing south. A logo design born from the brand's own landscape.
- GeometryThe compass is built on circles and axes, like a navigation instrument.
- Cardinal pointsNorth, south, east and west organise the symbol; south leads.
- CompositionMountain above, compass below: the landscape and the bearing in a single mark.
- GridThe peaks sit on a grid so they work at any size.
02Symbol and logo
A compass that points south.
The compass points south: direction and an explorer's spirit. For the brand it's also the search for something deeper, a connection with the south and with oneself. A visual identity for tourism that reads like a map.
- PeaksThe A's in the logo have no crossbar: they're the peaks from the sketch.
- PointThe dot between PATAGONIA and SUR is the “Punto” (point) in the name.
- SouthThe symbol's long needle points south, as on a compass.
Instagram highlight icons, with the symbol's palette and line.
03Colour
Cool, natural tones that reflect the landscapes of Patagonia.
RGB 46 140 156
RGB 50 116 123
RGB 50 100 99
RGB 123 170 183
RGB 132 183 173
RGB 217 238 246
04Applications
The brand, on the trail.
The symbol works on its own, without the name, on clothing and travel gear: sweatshirts, beanies, backpacks and route notebooks. Adventure tourism branding that goes with the traveller throughout the experience.
Patagonia Punto Sur travellers with the brand symbol on their gear.
MotionMovimiento
The symbol,
in motion.
The mark changes material to the beat: stone, ice, moss, wood. AI-generated images.
El símbolo cambia de material al ritmo de la música: piedra, hielo, musgo, madera. Imágenes generadas con IA.
06Material
The symbol, made of Patagonia.
Exploring the symbol in natural materials for social media content.
AI-generated images
