El Camino Real Corridor vision-identity-branding · Santa Fe, the El Camino Real Corridor in Doña...

El Camino Real Corridor vision-identity-brandingWorking Draft 10.23.2013

02 Working Draft 10.23.2013

Working Draft 10.23.2013

project vision

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Table of Contents

04 introduction 05 project vision 06 identity08 name concepts09 branding10 logo precedent studies11 logo concepts


project vision- introduction

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HistoricalVignettesforCaminoRealCorridorManagementPlan

Antho

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BUTTERFIELDOVERLANDMAILCOMPANY

Therewasastation atCottonwoodRanch(alsoknownasFrontera),nearAnthony. TheButterfieldOverlandMailCompanyusedadesertsouthwestroutesothatsnowwouldbearareoccurrence;however,therouteresultedinascarcityofwaterandstockinmanyplaces.But,thecompanycouldprovideyear‐roundserviceandthestationatCottonwoodRanchwaspartofthatroute.

Important Themes:

Agriculture: Cotton, alfalfa, pecans, onions, lettuce, chile, wine grapes, dairies Transportation: Camino Real; Butterfield Trail; Railroad; U.S. 85 tourism/hotels Other Interest: Leap Year Capitol of the World


♣LaU

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♣LA UNION Named for the Union of Two Flooded Communities: Los Ojitos & Los Amoles

Timeline Highlights:

1850: Refugio Civil Colony Grant (called Village of Refugio de los Amoles)––was settled under the Treaty of Guadalupe Hidalgo, as a refuge for 50 Mexican citizens who did not want to be in the U.S. 1865: A group of new settlers and some flood refugees from Refugio de los Amoles, occupied the lands between the grant’s southern boundary and the north line of the Santa Teresa Grant, forming the village of La Union. It is believed that the inhabitants thought that their settlement and farms were a part of the Refugio Civil Colony Grant.

LOSAMOLES––SOAPWEEDS

OneoftheoriginaltownsiteswascalledLosAmoles,whichmeanssoapweeds.Thescientificnameforthesoapweedplantisthe“YuccaElata.”TheplantisnativetotheSonoranandChihuahuandesertsandcangrowupto18feettall.Theplanthasafibrousnaturethatlentitselftouseforbasket‐makingmaterialbyNativeAmericans;however,thenamesoapweedcomesfromthesoapysubstanceinsidetherootsandtrunk.ThiswasusedbytheSpanishsettlersforshampooandothertypesofsoap.RanchersintheareahaveusedtheyuccaasemergencyfoodforlivestockandithasbecomeapopularplantforAmericangardens.

Important Themes:

Agriculture: Pecans; Winery Transportation: Camino Real; U.S. 85 Interest: La Vina Winery/Blues & Jazz Festival; La Union Maze


♣SantaTeres

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Important Themes:

Archaeology: Early Historic Period; Spanish; Manso Early Spanish: Santa Teresa Land Grant Religion: Saint Teresa Military: Battle of Bracitos Transportation: Camino Real; Railroad; Airport; Port of Entry Other Interest: Lee Trevino/Golf Course; War Eagles Air Museum


Mesill

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TheButterfieldStageStopwaslocatedeastoftheMesillaPlaza,betweenCalledeGuadalupeandCalledePrincipal.ThebuildingthathousesLaPostaissaidtohavebeenthepostofficeassociatedwiththeButterfieldOverlandMailCompany.

Important Themes:

Agriculture: Pecans, winery; chile, etc. Religion: Saint Albino Transportation: Camino Real; Butterfield and Overland; Railroad; U.S. 85


♣Rodey

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Important Themes:

Agriculture: Pecans, chile, etc. Religion: Saint Fraces de Sale


♣LaMesa

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♣LA MESA Name means “Tableland”—Named for nearby Black Mesa


1854-1857: La Mesa was founded after the Mexican War––land was in Mexico. 1854: Gadsden Purchase moved the border and La Mesa became part of New Mexico. 1853, 1868, or 1875: San Jose Church established. 1908: First post office, U.S. renamed the town Victoria (residents called it La Mesa).

SANJOSECATHOLICCHURCH

Earlymissionchurch thatislistedontheNationalRegisterofHistoricPlaces.

Important Themes:

Religion:SanJose Agriculture:Pecans,chile,etc. Transportation:CaminoReal,U.S.85


Mesill

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TheButterfieldStageStopwaslocatedeastoftheMesillaPlaza,betweenCalledeGuadalupeandCalledePrincipal.ThebuildingthathousesLaPostaissaidtohavebeenthepostofficeassociatedwiththeButterfieldOverlandMailCompany.

Important Themes:

Agriculture: Pecans, winery; chile, etc. Religion: Saint Albino Transportation: Camino Real; Butterfield and Overland; Railroad; U.S. 85


♣Leas

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FORTSELDEN

FortSeldenwasestablishedin1865inanefforttobringtothesouthcentralregionofpresentdayNewMexico.ThenextyearCongresspassedthe"BuffaloSoldiers"Act,whichauthorizedthecreationofsixregimentsofBlacktroops.ThefirsttroopsatFortSeldenwerethe125thU.S.ColoredInfantryRegiment.Laterunitsincludedthe38thInfantryRegiment,9thU.S.Cavalryand10thU.S.Cavalry––allcomposedofBuffaloSoldiers––nineofthesesoldiersreceivedtheMedalofHonorwhileservinginNewMexicoTerritory.Thefortwasclosedin1891.

Important Themes:

Military: Fort Selden Agriculture: Leasburg Dam and Rio Grande Project Transportation: Camino Real, Railroad, U.S. 85

This document outlines strategies for strengthening the identity of the Camino Real Corridor in Doña Ana County, a 92-mile segment of the larger, historic route that extends from Mexico City to Santa Fe, NM. In New Mexico, the Camino Real is designated as a Scenic By-Way. To create this document, the project team studied precedents from other corridors and analyzed the attributes of the existing corridor to identify its strengths. The Vision Statement and components of the identity are also informed by input from residents and stakeholders along the corridor, information gathered at a series of public meetings held in 2013.

The purpose of this document is to identify what makes the corridor special, both for visitors and residents, and to build upon those qualities to create a more coherent “identity” that can then be translated into branding and signage. As the larger Camino Real Corridor Management Plan moves forward, this document will help inform general project direction and proposals for catalytic projects.

Vision, identity, and branding are all part of a continuum that defines the project going forward. The Vision captures the overall intent and aspiration of the place; the Identity articulates the elements that distinguish the corridor and the Branding becomes a visual representation of the corridor, an icon or series of icons used in a systematic way for advertising, signage, and wayfinding.


project vision- introduction project vision

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Part of a 1,500 mile route stretching from Mexico City to Santa Fe, the El Camino Real Corridor in Doña Ana County has connected people and places for centuries. Drawing upon its agricultural roots, unique culture, and distinct natural habitat, the Corridor is a special place for residents and visitors alike. The Vision for El Camino Real Corridor builds upon this rich heritage, creating opportunities for people to experience a wide array of culinary, cultural, and historical attractions. From pecan groves to plazas to the Rio Grande, El Camino Real will continue to evolve as both a great place to live and as a destination corridor.

By enhancing and building upon the rich culture and heritage of the Corridor. El Camino Real will continue to evolve as both a great place to live and as a destination corridor. ( Abbreviated Version)

Working Draft 10.23.2013 Working Draft 10.23.2013


DoñaAn

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project vision- identityWhat creates the identity of a place? There is no exact science to determining a place’s identity but it should spring from what makes the place special, unique, memorable, and fun. El Camino Real in Doña Ana County has a wealth of elements from which to draw: from the pecan trees arcing across to create a shaded roadway to the vineyards and wineries to fields of chiles to incredible cuisine to historic plazas, there is more than enough material to create an identity. The challenge is to weave these themes/images/motifs into an overall identity that captures the essence of the place and can then be utilized in the branding and marketing of El Camino Real.Themes identified include: AgricultureSpanish settlers first began to utilize the river basin for agricultural production in the 1500’s. There are currently over 2,000 farms in the County, with primary crops being pecans, cotton, chili, and other vegetables. It is also worth noting that wine has been a staple since the arrival of the Spanish.

Key elements: actual agricultural production: vineyards/pecan groves/chile fields. Agro-tourism: experiencing agricultural practices, from wineries to pecan harvests to chile roasting

History, Culture, and ArtThe history of the corridor runs deep: El Camino Real was the route used by some first European settlers to explore what is now the United States. Spanish colonization of has had a significant impact on the ensuing history and culture of El Camino Real corridor. Fort Selden represents the Territorial era and impact of the westward extension of the United States. The built environment along the corridor reflects those settlement patterns, notably with the plazas and religious landmarks.

Key elements: Town Plazas (Mesilla, Doña Ana) Churches, Fort Selden

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DOÑA

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thatlabeledtherouteasU.S.85wereinplacefrom1926‐1991,buttheroutewasneverdecommissionedwithAASHTO.

ConstructionofU.S.85(CaminoReal)

1977COLONIAS

“Colonia”isafairlynewtermthatwasfirstusedinadocumentfromtheLyndonB.JohnsonSchoolofPublicAffairsattheUniversityofTexas,Austin(est.1970).ThewordwasmeanttodefineunincorporatedsubdivisionsalongtheU.S./Mexicoborder.Since1977,whentheuniversitycoinedtheterm,coloniabecamethemostcommonwaytorefertothedisadvantagedcommunities.Inthe1990s,theU.S.federalgovernmentdevelopedadefinitionforacolonia:acommunitythat“(1)isinthestateofArizona,California,NewMexico,orTexas;(2)iswithin150milesoftheU.S.‐Mexicoborder,exceptforanymetropolitanareaexceedingonemillionpeople;(3)onthebasisofobjectivecriteria,lacksadequatesewagesystemsandlacksdecent,safe,andsanitaryhousingand(4)wasinexistenceasacoloniabeforeNovember29,1990.”Ifacommunityhasthese4conditions,itcanqualifyforfederalandstateaidforinfrastructure,pollutionclean‐ups,addressingpublichealthproblems,andtheimplementationofregulationstostopthe“third‐worldconditions.”

Environment This segment of El Camino Real is located in the northern portion of the Chihuahuan Desert. Here, the Rio Grande slices through the desert with its riparian environment, while Picacho Peak, and the Organ, Robledo, and Doña Ana Mountains serve as the scenic backdrop. Where the roadway and river are proximate, the river creates a different mood and setting for the corridor.

Key elements: Access and vistas to the river, Leasburg State Park.

TransportationThe corridor was first used by Native Americans during pre-historic times. Later, Spanish settlers, led by Don Juan de Oñate, forged a new trade route that would open up markets between Mexico City and Santa Fe. This was later followed by the railroad and finally the automobile. Today, the nearby Spaceport America and bicycle infustructure on Highway 28 represents opportunities to include space travel and cyclists to the list.

Key elements: Railroad, collection of roadways that constitute the corridor, remnants/artifacts from El Camino Real, Highway 28 bicycle infustructure, and the Spaceport.

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U.S.85in1932,onaportionoftheoldCaminoRealdeTierraAdentroalignment

WrittenBy:KarenVanCitters,CSI,CDT


DOÑA

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DOÑA ANA COUNTY TherearemanyimportanthistoricalandculturaleventsthatoccurredwithinDoñaAnaCounty,whichimbuethesouthcentralpartofNewMexicowithaspecialsenseofplacefromtheancientpre‐historiccommunities––thatexistedlongbeforetheSpaniardsfirstcrossedtheRioGrande––tothedevelopmentofagriculturethatresultedfromtamingtheriverandtotheconnectionwiththeeastandwestcoastsbroughtbytherailroadandthelaterhighways.Thecountyhasadeepandrichhistorythatcanonlybetoucheduponunderthescopeofthisprojecttoprovideanoverallunderstandingofthathistorythroughanhistoricalcharacterizationoftheareaandcommunityvignettes.

PRE‐HISTORYEARLIESTINHABITANTSONCORRIDOR

ThesouthernpartofthecorridorrevealsarchaeologicalsitesthatdatetoatimelongbeforetheDonJuandeOñateandtheSpanishentrada.Justsouthoftheborderthereisasitethatisover4,000yearsold,whichisnowaCityofElPasopark.OntheNewMexicosideoftheborder,atwhatisnowtheairportatSantaTeresa,thereisanEarlyHistoricPeriodarchaeologicalsite.WhilemanyoftheartifactsarefromtheearlySpanishhistory,includingarowel(partofaspur),itisclearthattheinhabitantswerethereinpre‐historictimes.ThegroupinthatareawasknownastheMansoandaSpanishpriestdescribedthemaspeople“whodonothavehouses,butratherpolestructures.Nordotheysow;theydonotdressinanythingparticular;butallarenudeandonlythewomencoverthemselvesfromthewaistdownwithdeerskins.”ItwasasubsistencelevelculturetowhichtheSpanishentradamusthavebeenquiteashock.

1598ENTRADAANDDONJUANDEOÑATETRAIL

DonJuandeOñatereceivedpermissionfromtheKingofSpaintoconductthefirstcolonizationexpeditionintotheinteriorofwhatwenowcallNewMexico.PermissionwastheonlythingtheSpanishcrownwouldsupplyforanexpedition––Spanishexplorersfundedtheirowneffortsand

foundtheirowntroops,colonists,andequipment.OnJanuary26,1598DonJuandeOñateenlisted170familiesand230singlementojoinhisexpedition,500soldiers,andrecruitedtheFranciscanpriestFrayRodrigoDuran,whobroughtseveralotherFranciscan,priestswithhim.Fivethousandheadoflivestockwerealsoincludedintheadventure.HebasicallyusedtheroutespreviouslyestablishedbythenativesofMexicoandthePueblos,butiscreditedforestablishingthe

project vision- name conceptsNaming the corridor is a seemingly simple but important component of the overall identity. As stated at the outset of this document, the corridor is part of a larger route and state scenic byway. But a portion of the corridor is not part of the historic alignment of El Camino Real; somewhere in the vicinity of Las Cruces, the route for El Camino Real shifts to the east side of the river. The northern portion of the corridor is part of the Butterfield Trail, an important east-west route in the 1800’s. With the advent of the automobile and interstate travel, segments of the roadways became part of the state highway system. Finally, various other names have been used to reference the corridor by locals.

Currently, some of the roadways are signed as the “Don Juan de Oñate Trail”. But this naming seems inconsistent and not equally applied to the corridor. At the first project stakeholder meeting in September 2013, there was vocal support for selecting one name and using it consistently. Some people expressed preference for sticking with El Camino Real, since it has historic significance both locally and nationally. This section of the document lists alternative names.

El Camino Real Corridor is referred to by numerous names. These names reflect the history of the corridor ever since the arrival of the Spaniards in the 1500’s.

Historic El Camino Real de Tierra Adentro Don Juan De Oñate

Highway Highway 28 Highway 185 and 187 NM 273

Concepts Southwest Passage Wine Trail

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♣LaMesa

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♣LA MESA Name means “Tableland”—Named for nearby Black Mesa


1854-1857: La Mesa was founded after the Mexican War––land was in Mexico. 1854: Gadsden Purchase moved the border and La Mesa became part of New Mexico. 1853, 1868, or 1875: San Jose Church established. 1908: First post office, U.S. renamed the town Victoria (residents called it La Mesa).

SANJOSECATHOLICCHURCH

Earlymissionchurch thatislistedontheNationalRegisterofHistoricPlaces.

Important Themes:

Religion:SanJose Agriculture:Pecans,chile,etc. Transportation:CaminoReal,U.S.85

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GATEWAYS

project vision- branding“A brand is the sum total of all functional and emotional assets of the product, service, or group that differentiate it among its competition.” -Designing Brand Experiences, Robin Landa

Branding builds upon the themes and images from the Identity analysis to generate a series of icons/images that project a clear message about the corridor. This next section presents a range of concepts that be used to create a more precise brand for the corridor. These can be used to help build the “brand’ of the project and as the basis for new graphics, signage, and wayfinding.

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Points of ArrivalDue to its size, the Corridor has been split into a Northern and Southern section. Large-scale monument markers placed in key locations establish the boundaries as well as give a sense of place to the Corridor. Multiple markers also help transition travelers from one section to the other and reintroduce it to those who may be only passing through particular areas.

Points of ClarityComposed of several bisecting byways and state roads, the Corridor is a challenging route to follow. Roadway markers are essential for visitors and locals alike to readily identify where they are. Placing simple markers that identify the Corridor as a single entity, particularly at important junctions clarifies confusion and ensures travelers do not lose their way or leave the Corridor unintentionally.

Points of Interest The Corridor passes through many colonias, towns, and rural communities. At the present, the signage is small, scattered, and easily overlooked. Larger, more comprehensive signage that displays a variety of cultural and historical attractions benefits the visitors who are trying to navigate the Corridor’s inhabitants who will see more business and interest in these communities.

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project vision- logo precedent studies

ABSTRACT Simplified representation of a particular feature or theme.

VIGNETTE Literal interpratation of an active scene taken from the surrounding environment.

SYMBOLSimple, easily identifiable object used independently or combined with other graphics.

HERITAGEHistoric and/or cultural themes


project vision- logo concepts

Identifying the Rio Grande as a defining element to the entire corridor, this simple line drawing of a river flowing from north to south with a road following its path signifies the close relationship between the two.

EL CAMINO REAL

EL CAMINO REAL

EL CAMINO REAL

EL CAMINO REALABSTRACT

This graphic integrates the important agricultural features of Southern New Mexico - the river, ever-present sunshine, and rich farmland. The dark thick line represents the corridor that ties these elements together.

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HERITAGEThis image portrays a farmer diligently tending to his chile crop even as the sun descends in the distance. Vineyards, orchards, fields, agriculture and food production have been a way of life for communities along the corridor for centuries and remains a vital cultural and economic theme for residents and visitors alike.




The images on this page illustrate concepts for signage and way-finding. The concepts use a contemporary font to label El Camino Real. Each banner has a color and image that represents one of the four identity categories: agriculture, culture, history, and art, environment, and transportation. The images are meant to highlight key sites and scenes in their respective segments of the corridor . The rectangular shape is reserved for a map that would aid in way-finding within the corridor. This could be in the form of a simple, standardized map or something interactive.

VIGNETTE

The New Mexican Chile is arguably the calling card of Southern New Mexico. A ristra is a wreath of the dried peppers often placed in entryways and doors to welcome visitors. This symbol represents both a strong agricultural heritage as well as a rich cultural identity.

SYMBOL

These are examples of symbols that are readily identifiable along the corridor. These symbols can be used in the creation of logos, which may be integrated into any branding or marketing efforts.

Ristra Soaptree Yucca


ELCAMINO

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13Working Draft 10.23.2013 Working Draft 10.23.2013

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