Logo design is one of the most well-known fields of Graphic Design. In today’s world it is pretty much impossible to avoid the wealth of logos around us! Even with a constant presence of these designs, most people are not aware of just how much work can go into a logo. Often times, the most minimalist designs require the most revision and research. Even if it is conveyed in the color and overall style alone, every logo out there today has been curated and specially designed to convey what the company wants its consumers to feel, think, and want.
The act of redesigning and re-branding is very prevalent in the current design world, because many companies that were created decades ago find that using outdated work to promote themselves just isn’t cutting it anymore. Companies of all kinds and sizes have been going through modern makeovers, not only in their logos but in their architecture and advertising as well. Have you noticed that when one McDonald’s restaurant and drive through is renovated head to toe, all the other ones you come across are also being revamped? This is very intentional and is done on a worldwide scale!
Smaller, more local companies may not have the means to constantly redesign their image, but deserve to keep up with the times just as much as anyone. In my Graphic Design II course, we were lucky enough to get to work one-on-one with a client that wanted to see a redesign of their current logo, as well as a system design. Countryside Conservancy is a 501(c)(3) nonprofit land trust committed to protecting and connecting green space in and near the Tunkhannock Creek watershed for the public benefit, now and for future generations.
Shown above is the outdated logo we were given to ‘remake.’ The chosen typeface isn’t so bad; but with the combination of the static single-color tree image it tends to come across as flat. What’s most interesting is that this tree is actually a stylized drawing of an African Acacia tree, native to Africa and Australia! That is definitely a long journey from Northeast Pennsylvania. For a small company like Countryside Conservancy that is so focused on a specific area like the Tunkhannock Creek Watershed, and directly involved with the environment, their logo is a disconnect from their core message.
The most important part of redesigning a company’s image is conveying their purpose or their intention through visual elements. If the research is done, the design will follow!
I focused on typeface and imagery. Since ‘Countryside Conservancy’ is a mouthful and minimalism is on the rise, I was aiming to condense the name into just ‘CC.’ I kept the whole name included at the bottom in order for the two to be recognized together prior to an eventual transition to just ‘CC.’ All of my classmates were working on the same redesign project, so I was lucky to have their feedback throughout the process. I easily went through at least 20 different fonts before choosing these two. The font used for ‘CC’ has that traditional, professional feel that the conservancy evokes, but isn’t outdated. The graphic elements were created by me in Adobe Illustrator. The pine-cone, pine needle branch, oak leaf and acorn are all native to Northeast Pennsylvania! By using these plants that are from the correct environment, the company is more grounded and authentic.
This was a great project to embark on in a class environment. Logo design is definitely a field in Graphic Design I could see myself working in!
Thank you for reading!