12 Jun Carolina Raptor Center’s QUEST Soars With Latest Progress on Project
We are proud to share the progress that our client, Carolina Raptor Center (CRC) has made on the new QUEST center. Additionally, we are excited to see the steps they have taken in building this immersive and educational environment for the greater community of Charlotte. The CRC has recently shared a Facebook Live video of the ongoing project below.
In 2018, the AC&M team had the privilege to break ground at the QUEST center site. Since then, our team has been working with CRC to create a successful branding campaign for QUEST.
Creative director Manolo Guajardo had this to say about the goal for the QUEST branding campaign, “Our goal was to create an iconic, modern and fresh brand that would attract all types of audiences and stand the test of time.” Our creative department developed the QUEST logo with this rationale to position the center as an open, approachable, and communal environment.
To attain this brand positioning, the logo was designed to express care and attention to nature. The feather corresponding with the “Q” embodies elements of nature such as; water, leaves, and birds. While the “Q” also gives a nod to movement in nature in a cycling fashion.
Also found in the logo is the tagline “Learn. Play. Explore.” which expresses the vision for the QUEST center. This calls for the welcoming of visitors to be a part of an experience that factors many elements of enjoyment with nature. The tagline also supports the idea of openness with nature. The particular kerning of the logo adjoined by the tagline creates an invitation for all to learn, play, and explore.
The AC&M team is extremely honored to have continued working with CRC on this long-term project. We are glad to have supported CRC in making a fresh, new, and clean design for the QUEST center. We will eagerly await the grand opening of the QUEST center when the time comes.