Harmony, CA - City Logo


Home of the Harmony Valley Creamery, the 2.5 acres town is nestled between rolling hills and the Pacific Ocean on the Central Coast of California. Founded by Swiss immigrants with a dairy farming heritage, Harmony was known for its dairy co-op that served San Luis Obispo County from 1901 to 1970. After its closure, the town was rediscovered by young counter-culture artists who chose the rural setting as part of their lifestyle, adding to Harmony’s laid-back atmosphere. In 2014 the Vander Horst family purchased the land and reopened the creamery, boosting the local economy again. Today, tourists can find a place to stop and enjoy the small-batch Harmony Valley ice cream, visit a wedding chapel, a winery, art studios, and galleries.

Learn More About Harmony →

The challenge: Harmony has experienced many ups and downs in the prosperity cycle, with businesses opening and closing and no structured plans for its future. The reopening of the creamery brought a long-sought rejuvenation and a focal point to be explored based on its dairy farming legacy. My team was commissioned to create the visual identity for the city that paid homage to the old dairy days and reflected its new phase, putting Harmony on the map as a destination along the iconic Highway 1.

The solution: The project started with research on Harmony’s history and the pursuit of symbols to represent it graphically. The first inspiration came from the land itself, with pastures and gentle coastal weather. Highway 1 was also an essential element we wanted to incorporate. We inquired about the old truck parked downtown and sometimes used as a stage during a visit to the city. To our surprise, it was confirmed that we were looking at the co-op delivery vehicle that served San Luis Obispo County from the 30s to the 70s. We sketched different options, from wordmarks to traditional city emblems. The selected direction explored the delivery truck placed on a crest shaped like a road sign. We added a rising sun among the coastal hills in the background, symbolizing the dedication and early hours dairy farming requires. The color palette is inspired by Harmony’s proximity to the ocean, contrasting with the original red color of the truck. We created a full-color version of the logo, utilizing gradients and textures, but we were careful to draw it in a way that allows one-color applications. We made sure to add the population count at the bottom of the emblem so that the residents joke about the number’s accuracy: eighteen if you account for a few cows roaming around.

Harmony, CA - City Logo


Home of the Harmony Valley Creamery, the 2.5 acres town is nestled between rolling hills and the Pacific Ocean on the Central Coast of California. Founded by Swiss immigrants with a dairy farming heritage, Harmony was known for its dairy co-op that served San Luis Obispo County from 1901 to 1970. After its closure, the town was rediscovered by young counter-culture artists who chose the rural setting as part of their lifestyle, adding to Harmony’s laid-back atmosphere. In 2014 the Vander Horst family purchased the land and reopened the creamery, boosting the local economy again. Today, tourists can find a place to stop and enjoy the small-batch Harmony Valley ice cream, visit a wedding chapel, a winery, art studios, and galleries.

Learn More About Harmony →

The challenge: Harmony has experienced many ups and downs in the prosperity cycle, with businesses opening and closing and no structured plans for its future. The reopening of the creamery brought a long-sought rejuvenation and a focal point to be explored based on its dairy farming legacy. My team was commissioned to create the visual identity for the city that paid homage to the old dairy days and reflected its new phase, putting Harmony on the map as a destination along the iconic Highway 1.

The solution: The project started with research on Harmony’s history and the pursuit of symbols to represent it graphically. The first inspiration came from the land itself, with pastures and gentle coastal weather. Highway 1 was also an essential element we wanted to incorporate. We inquired about the old truck parked downtown and sometimes used as a stage during a visit to the city. To our surprise, it was confirmed that we were looking at the co-op delivery vehicle that served San Luis Obispo County from the 30s to the 70s. We sketched different options, from wordmarks to traditional city emblems. The selected direction explored the delivery truck placed on a crest shaped like a road sign. We added a rising sun among the coastal hills in the background, symbolizing the dedication and early hours dairy farming requires. The color palette is inspired by Harmony’s proximity to the ocean, contrasting with the original red color of the truck. We created a full-color version of the logo, utilizing gradients and textures, but we were careful to draw it in a way that allows one-color applications. We made sure to add the population count at the bottom of the emblem so that the residents joke about the number’s accuracy: eighteen if you account for a few cows roaming around.

Harmony truck & Highway 1 sign
Harmony logo - Color studies
Harmony city branding logo design outdoor signage Central Coast of California
Harmony city branding logo design vehicle wrapping Central Coast of California