The Town of Diamond Valley was formed in 2023 through the amalgamation of Black Diamond & Turner Valley. I undertook this rebrand as a spotlight project — a way to stretch my creative skills by imagining how the new town could express both its heritage and evolving identity through logo design.
Existing elements: colour, type, and mark were not working well together. For example, the red overlay on dark green causes visual vibration, which hurts readability and professional polish.
Balancing recognition with refreshing the identity: the design needed to retain references to the prior town symbols (valley, river) so that existing residents feel a sense of continuity, while introducing new elements to convey growth and optimism.
Creating a mark that feels clean, strong and memorable, but not overly literal, adding layers of nuance (the “shine” effect, the diamond) without crowding or complicating the logo.
“This project is a self-initiated exploration created to showcase my design skills. It is not an official commission by the City.”
I adjusted the mark to bring the diamond symbol forward, making it more prominent while retaining the valley and river strokes for recognition.
Introduced an element of “shine” on top, which can be seen as sunlight or the diamond’s glitter; this adds a visual highlight and metaphor for value and new beginnings.
For typography, I moved away from the Slab Serif style for “DIAMOND VALLEY,” giving it a bold, custom, curvy Sans Serif look. “TOWN OF” remains in a Slab Serif to preserve a touch of tradition and formality.
Refreshed the colour palette (especially reducing or reworking the conflicting red‐green combination) to enhance readability and harmony across various media.
Though this was a passion redesign and not officially adopted, the project showcases a full identity refresh anchored in brand strategy: maintaining elements of legacy for recognizability, while pushing forward with a stronger typographic voice and meaningful symbolism. It demonstrates how a civic brand might evolve visually to reflect both roots and aspirations.
