Siebkens Resort, Autoarts

Siebkens Resort in Elkhart Lake, WI is a landmark, turn-of-the-century resort established by the Siebkens family in 1916. Autoarts recently rebranded the entire resort and tasked LuxTypo to create the new logotype. The creative direction looked to the legacy of the resort’s visual language uncovering a wide range usage of ‘blackletter’ typographic forms. From matchbooks to hand carved wood signs, these examples became pivotal in developing the formal direction of the logotype.
Creative Direction:
Tyson Thorne