The Spur is a mixed-use branding concept for a new development in a prominent downtown location that includes hotels, residential, office and retail. The Cooper Carry Branding team, in building on the history of the location, designed a new name and logo that worked in perfect context with the intent of the project, its audience and the surrounding community.
Different shades of orange were incorporated into the brand as a nod to the railroad safety standards of the last hundred years. The linear nature of the design allowed for its easy incorporation into site wayfinding. The mark is distinctive and unique, truly offering the site a clear visual identity. The gritty, industrial nature of the name and design melded perfectly into neighboring city districts.