Habitat Guild

 

Summary

Habitat Guild is a landscaping company based in Northern Colorado. They are distinct from conventional landscape companies because of their commitment to sustainable landscape and ecological garden practices (i.e. no pesticides, low-water/water-smart, building soil health, organic methods). They provide a premium landscape service/product

 

Below each of the three concepts shows the

  1. Primary Logo

  2. Secondary Logo/Logo Mark

  3. Logo Variations

  4. Business Card Design

 
 

Note

While each of these designs are meant to show a developed idea of each concept, each will be refined and the chosen concept will be carefully considered and added to until the brand is the strongest representation it can be.

Business card concepts are meant to show how the brand can progress beyond the logo alone and will be refined along with the logo. Additionally, the information shown is placeholder information. 

 

Moodboard

 

mindful, environmentally conscious, fringe, craft, organic, salt-of-the-earth, professional, sustainable, honest/truthful, genuine, ethical, authentic, equitable, unconventional, alternative

 
 

Initial Concepts

 
 

Concept 1

Key Features and Qualities:

  • Customized arch in the uppercase letter A - signifies both creating an internal space as well as considering the arc of the lifespan of the plant life.

  • Arc is mimicked in the HG initial mark

  • Friendly, inviting text

  • The welcoming approach is reinforced with the organic shapes surrounding the circular logo version and leaf drawing element on the back of the business card.

  • Ket words include: Inviting, organic, soft, natural

 
 

Concept 2

Key Features and Qualities:

  • Outline text paired with filled-in text - communicates the Habitat, the space you are creating.

  • Outlines as a recurring design element in the brand to reinforce the idea of creating spaces as well as the landscape plans and drawings

  • Subtle topographical line elements as well to bring in a more organic side of the linework

  • Key words include: modern, masculine, balanced

 
 

Concept 3

Key Features and Qualities:

  • Stong, directional angles and movement in the type - works well for landscape but also would work really well for home renovations in the future

  • Logomark to reference both the plant focus but also the focus on low water plants with a simple, modern line illustration style

  • Keywords I would use to describe this would be confident, established, professional, timeless

 
 

Revisions

  • Lighter, brighter color scheme - more energetic, more values

  • Updated tagline and tagline font

  • Small, accent circles on either side of the word Guild - this was just to create a little more balance between the two words, particularly when the tagline isn’t being used

  • Updated initial mark with intertwining letters using both of the brand fonts

  • Updated business card - I tried using a subtle pattern of tree rings rather than the topographical lines because I think that has a stronger tie-in and still works well for future purposes if you expand your services.

  • 3 secondary logo options

 
 

Revisions 2

  • Warmer Color Palette - More reflective of Colorado landscape. Brought the earth/rust color back and added a yellow/gold, which will work particularly well for the Call-to-Action on your website.

  • Updated pattern on the business card - blue gramma grasses to create texture, directly reference some of the naturally occurring plants in the area, and tie in the golden color

  • Very slight gradient added to the green and golden color palettes - creates a little more dimension and helps all of the colors to pop

  • Changed out the logo mark on the back of the business card - stands out more than the leaf/water droplet

  • Changed the contact info from uppercase