Tree People
Rebrand
Responsibilities:
Rebranding Design
Rendering
Texture
Role :
Rebranding
Brand Identity Design
Programs:
Illustrator
Photoshop
Blender
Indesign
01 Brief:
Tree People is a training and academic environmental advocacy nonprofit organization from Los Angeles, California. They advocate and support sustainable urban ecosystems and ecofriendly living by volunteer community support and educating the public.
02 Logos :
The concept for this logo is to establish three certain principles representative of the company itself. One of them being awareness of environmental issues symbolized through the use of a leaf shaped lightbulb. Healing is another principle of theirs which is symbolized by a leaf shaped gardening tool (shovel) an important tool used by the organization when planting new trees. The final principle is protectiveness, represented by not just the shovel but also by the connectivity of each leaf to the steam and its fortified nature through the use of thick stroke lines. I used the bold Clarendon URW font for the organization’s letterform because of the serif nature of the font emulating small extensions of branches or stems like aspects of trees.
03 Fonts:
The Clarendon URW font is mostly used for primary elements and also for Web usage. While the Futura PT can be used for secondary purposes. The bolder the font, the more important the elements while the regular to thinner fonts contribute to contextual information.
The stroke lines of the Clarendon URW font provide tree like elements to the brand. The Futura PT font complements the brand and the primary font because of its simplicity.
04 COLOR PALATTE:
Tree People’s color palette is filled with very intense and contrasting colors. Colors such as different variations of the color green and the inclusion of a cool grey white and a neutral black color. Such combination of colors gives the brand a gritty, environmentally friendly and paper like aesthetic along with a DIY ethos. Such colors should be present in every Tree People element.
