Descanso Gardens Railroad
Descanso Gardens had plans to unveil a new electric train in 2024 and tasked Keith & Co with branding it with a new identity.
GOAL
The client was interested in a design that evoked 1800s train ephemera while also being modern enough to be accessible today to audiences.
CHALLENGE
SOLUTION
Our initial idea focused primarily on a wordmark that evoked the literal travel of a train - both disappearing and arriving to the horizon. From there we expanded the identity with visual elements to ground the logo in the legacy of the Descanso Gardens. These included roses from the famed Rose Garden and a simple illustration for the all important bee.
Creative direction: Keith Kneuven @ Keith + Co
Design and concept: Diana Molleda
This direction featured custom typography that used perspective to draw you inward as a reference to the movement of a train traveling into the distance or world, which is accentuated/supported with illustrations of natural elements.
Ticket and initial passport designs
Postcard announcement
In the wild
