Karen Salam

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NEW LONDON LANDING

Client:

RJ Development

About:

New London Landing is a master-site residential community on the Connecticut shoreline. The brand identity centers around a bold yet refined wordmark, with a custom “N” that subtly references architectural forms—suggesting structure, stability, and a strong sense of place.

Designed for a wide range of applications, the system includes multiple lockups: a primary horizontal mark, a vertical variation, and a compact monogram using “NLL.” This flexibility ensures consistency and recognition across all platforms and mediums.

The color palette draws from the coastal environment, with blues, soft grays, and a golden yellow accent color. Together, the palette reflects both the serenity and vitality of waterfront living.

Made in conjunction with Proverb Agency

Challenge

For this project, I wanted to reference the rich architectural heritage of Lebanon without relying on literal imagery. The goal was to capture the feeling of place and history purely through type and graphic elements, while keeping the design clean, structured, and contemporary.

Solution

I chose a highly structured, angular Arabic typeface and paired it with a matching English typeface that shares similar sharp curves and ligatures. This pairing created a cohesive visual rhythm, while subtle architectural references came through in the details: extending Arabic letterforms downward to suggest columns, framing the piece with a thin guiding line, and curving that frame into an arched window at the top — a nod to one of the most iconic features of traditional Lebanese homes. Color choices were drawn from the local architecture, further grounding the design in place.

Challenge

Solution

Services Provided

• Brand Identity • Logo Design • Concepting

• Collateral & Environmental Design

Services Provided

• Brand Identity • Logo Design • Concepting

• Collateral & Environmental Design

Logo Design - Horizontal Lockup