A friend asked me to devise a systematized brand identity for a new landscape design and gardening business whose basic tenets are rooted in Permaculture environmental philosophy. The identity needed to enable immediate brand recognition and stand apart from its competition, reflect the personality of the owner, and evoke the three basic ethics on which Permaculture is based.
My logo solution was a combination mark comprised of a grouping of three organically-shaped circles of three analogous colors of green, each outlined in a thick stroke of scarlet. Attached to the imagery was the company name, set in a scarlet lower-case Humanist typeface. The three circles were evocative of flower blossoms, garden stones, and Permaculture's three ethics and were bright, cheerful, and straightforward, much like Molly's personality. The serifed, Humanist letterforms evoked the stability and longevity of the family-owned property from which the business was named. I wrote the tagline design, plant, bloom and set it in small, uppercase sans serif letters underneath the mark.