Secondary Research into 'Outdoor' Brands

Whilst I now have a general direction of my design/layout, I think that it will be useful to look at the logos and identities of other brands as currently, I have not thoroughly considered my typefaces and how my type will interact with the front cover. The logos below are all the most popular 'outdoor' clothing & equipment brands found on 'Cotswold Outdoor' (Outdoor chain that stocks various different brands). I also think that maybe taking a focus onto the projected idea of an 'active outdoors' lifestyle within my leaflet could work to get people interested with the rail trails that may not be drawn to it as an idea otherwise. 

Throughout nearly all of these brands (excluding the more upper-luxury brands such as 'Rab), a sans-serif typeface is used which creates a energetic visual image whilst a less 'curved' letter-shape creates a feeling of trustworthiness and safety - crucial to give customers reassurance. Another interesting thing used in a lot of logos is a slight distortion which mirrors the landscape and motion of travel when hiking. Applying semiotic theory to create a logo will make a much more impactful final product, especially for something that may not initially appeal to many people outside of the primary target group. As well as this, it is still very important to consider a typeface that appeals to the initial target group (something not overly decorative, must be very clear).

This logo for the Rail Trails was created for us to use within our leaflets, featuring the 'calibri' typeface. To create a cohesive appearance, I think it will be beneficial to stick to this font family, possibly editing some sections to create the semiotic impact research above.