Client

Crown Motel

The Crown Motel in Lake Tahoe, California has been a destination for weary travelers for over 60 years.

Outerlands was approached to help the motel embrace its historic roots and take advantage of its authentic history.

One of the most iconic elements of the motel is its large elaborate sign that has greeted visitors to the lake for decades. 

Understanding that this sign would never be changed, and how much of an icon it was to everyone, we determined that the logo should be the sign itself!

The remainder of the brand identity is flushed out using classic motel styles, leaning into the slight ruggedness of the property and its history.