Tilikum Identity - Before
by Jeff Fisher, Engineer of Creative Identity
Jeff Fisher LogoMotives

Background:

George Fox University's retreat center, Tilikum, is located in the backwoods of Oregon's Yamhill County. The facility offers retreats for all age ranges, including summer camps for kids and elderhostels. While the client, and those making use of the retreat, didn't necessarily have an aversion to the old logo, it was felt that the identity was beginning to appear a bit dated.  In addition, "official" colors had never been selected for the design and it was often presented in black only.

BEFORE:

AFTER:

The free-form natural of the original logo tended to cause layout problems in some uses.  That was eliminated by enclosing the image within a rustic, square frame.  The canoe, tree and forest images of the old logo were retained an incorporated into the new format.  A more contemporary looking font was selected for the name.  Rich blues and greens were selected as colors for the identity - reflecting the natural colors found at the Tilikum retreat

Alina's Feedback:

I love the serene feeling of this logo. Jeff's updated version will provide the updated look as well as be more versatile in its application since it is a more self-contained unit.