Couchsurfing Identity

Couchsurfing Identity

Medium: Identity
Client: Couchsurfing
Role: Design Direction, Identity Design, Graphic Design
Year: 2012

Medium: Identity
Client: Couchsurfing
Role: AArt Direction, Identity Design, Graphic Design
Year: 2012

Challenge:
Couchsurfing is an online destination for hospitality exchange and social networking. The site provides a platform for members to "couchsurf" as informal guests in a host's home, host travelers, or join regional events. I was asked to create an identity that imparts the notion of global exploration, cultural exchange, and the human condition, spanning a multitude of cultures, languages, and continents.

Solution:
There are few objects of antiquity that stimulate imagination and inspire adventure like that of a desktop globe. Portraying it in a hand-drawn style further captures the essence of personal storytelling and the excitement of touring distant lands.

Challenge:
Couchsurfing is an online destination for hospitality exchange and social networking. The site provides a platform for members to "couchsurf" as informal guests in a host's home, host travelers, or join regional events. I was asked to create an identity that imparts the notion of global exploration, cultural exchange, and the human condition, spanning a multitude of cultures, languages and continents.

Solution:
There are few objects of antiquity that stimulate imagination and engender adventure like that of a desktop globe. I felt this universally recognized icon, in a hand-drawn style, would best capture the essence of personal storytelling, and the excitement of touring distant lands.

couchsurfing-01_inspiration
Inspirational imagery from mood board
Inspirational imagery from mood board
couchsurfing-03_mark_dev
Evolution of the mark
Evolution of the mark
couchsurfing-04_logo_and_mark
Primary logo lockup and defining characterstics
Primary logo lockup and defining characterstics
couchsurfing-05_color_palette
Brand color palette
Brand color palette
couchsurfing-06_color_usage
Color combinations
Color combinations
couchsurfing-07_branded_collateral
Branded collateral samples (clockwise from top right): partner window sticker, passport jacket, membership card
Branded collateral sample: window sticker and membership card
couchsurfing-08_iOS_app
iOS app icon design
iOS app icon design
couchsurfing-09_gua_tewet-epilogue
Slide from initial logo presentation
Slide from initial logo presentation