I’m excited to share the Stone Mountain Meats logo with you today. Before I break it down, let me share the brand script I created for this small business so you can understand who they are…

“Family-owned Stone Mountain Meats, located at the base of Stone Mountain in Greeneville, TN, combines modern technology with traditional values. Their dedication to quality and community makes these engineers-turned-butchers a trusted source for ethical meat processing in the East Tennessee region.”

Here it is!

And now, we break it down!

The font choice of Roboto Slab nods to “modern technology” with mechanical, geometric letter forms and natural, friendly curves.

The font choice of Corner Store JF nods to “traditional values” as a nostalgic script font that mimics hand-lettering seen on old-fashioned storefront signage.

A landscape represents a thriving community, a core value of their brand. The lined circle helps to simplify and modernize a more detailed and traditional landscape. The straight lines offer balance at the bottom, as they tie in with the lined circle.

The main element is this…

The light gray color suggests it’s a stone mountain, but the shape and markings suggest it’s a T-bone steak. The steak represents their other core value of quality meats.

To really drive home the fact that the steak is also meant to appear as a stone mountain, the tree, grass, and creek (based on actual visuals from the property) were added as visual accompaniment, along with mountains in the background.

Green stands for nature and symbolizes freshness with an added warmth to this shade that is emotionally positive.

Blue is the preferred color of both genders, symbolizes trust, and provides another nod to nature (sky and water).

Light gray is the color associated most with stone. It symbolizes reliability and stability.

Black brings sophistication, professionalism, and seriousness to the design.

It was important for me to note the location and that the business is family owned to provide context and add another layer of trust building.

And there you have it, folks! The brand new logo for the brand new brand, Stone Mountain Meats, coming in 2021 to Greeneville, TN.


Read about me, myself, and I.

I’m Briana. I help service-oriented leaders create amazing brands using strategy based on their ideal clients. In a nutshell, I assist businesses with merging who they are with what their ideal clients need by offering things like brand assessments, strategy, design, and consulting.

I was born and raised in Bristol, TN/VA in the Tri-Cities at the center of the Appalachian Highlands, and I still live here with my husband Stephen. I’ve been in the marketing industry since 2008, starting my career designing Homes magazine ads for a real estate company, which I continued doing, along with freelancing photography and logo design during college. I continued freelancing while I spent a short period of time at a marketing agency and then became a marketing manager for regional nonprofits for six and a half years. I went full-time with my branding business in 2018.

In many ways, I am an old soul. I can’t help but have a desire to understand people of all demographics, generations, and personality types. I use that desire to your advantage: to determine how you can better serve your dream customers. It’s an emotionally-driven approach to branding that involves stepping into someone else’s shoes. After all, the emotion a brand creates for a customer is what keeps them coming back, and who better to take an emotionally-driven approach than me, one of the most emotional friends you will probably ever have!

Read more about me and my background.