After months of attempting to arrive at a logo for the new residential community Biltmore Lake by Biltmore Farms the marketing director, formerly with Disney, contacted his Disney advertising agency to do the job.

After several more months and an impending launch breathing down their neck, The Goss Agency was contacted and contracted to execute the iconic Biltmore Lake brand mark.

“I was invited to tour the undeveloped property. There was a rundown community house and beside it was a lake with a chain link fence around it.

I then observed a row of stately giant majestic balsam fir trees on the edge of the lake. I could not get on the lake, but when I imagined what they must look like reflecting in the mirror like surface of the lake, the logo was born.

After providing several variations in the form of concept sketches, the final was chosen. The type was executed by a typographer in Atlanta, creating their own unique typeface, and the trees were drawn by an illustrator in California.”

To view our Biltmore Lake work and other Corporate IDs: http://www.thegossagency.com/corporate-branding-identity/.