Design Problem: My sister Allia started her amazing therapy practice called “Growing Season Counseling” and asked me to brand it for her!
My Solution: Although she only asked for a logo, I wanted to design a brand guidelines document, as well as a website for her! Within these branded applications, I wanted to visually represent her approachable and trustworthy brand ethos.
I: Brand Concepting Process
Concepting: As with the Expo 2030 project, the “brand concepting process” is my first step in creating a brand identity. Refining what the brand stands for and offers to its audience is paramount in designing the visual direction.
In addition, having my client put language to their brand is incredibly helpful in getting them comfortable in describing their company to others. So, I had my sister complete this homework!
Growing Season Brand Words: Relatable, Trustworthy, Relaxed, Empathetic, Client-centered
Growing Season Brand Goals:
1) Provide a safe and confidential space for clients 2) Help clients along their healing journeys 3) Always maintain that the client is the expert because it is their life.
II: Visual Branding Process: Sketching
After my sister (the client) finished the brand concepting portion of the process, I was able to start visually concepting with sketching! Below, you can see that I completed over 100 sketches (for both the full logo mark and icon) with the purpose of getting all my ideas out before choosing a direction for refinement.
My Preliminary Sketches for the Logo!
III: Sketch Refinement
Best Icon/ Logo Sketch
Refined/ Digitized Mark
I conceived this final icon sketch by intently thinking of the client’s brand ethos. In particular, the goals providing a “healing journey” as well as the name “Growing Season” made me want to create imagery focusing on nature. However, I didn’t want the icon to be too on the nose as a tree or a leaf, so I abstracted the form, which can be seen as petals or wings taking flight with a feeling of positivity with its upward movement. I also decided on a symmetrical form because that stability and balanced nature reflects the “relaxed” brand word, as well as the feeling of safety that the practice strives to create for their clients.
IV: Final Brand Mark Versions
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Main "Counseling" Mark
Used in applications where the audience might not know that Growing Season is a counseling service, ie: signage, billboards, etc that have horizontal space available.
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Preferred Mark
Utilized as the first choice whenever possible; mandatory in official Growing Season documents, tickets, signage, advertisements, website etc.
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Vertical "Counseling" Mark
Used in applications only when horizontal space is constrained and where the audience might not know that Growing Season is a counseling service, ie: signage, billboards, etc.
V: Final Brand Mark Artwork
I: Color Positive
II: Color Reversed
III: Solid Black Positive
IV: Solid Black Reversed
VI: Color Scheme
Along with the brand mark, the brand’s color scheme is integral in visually representing it!
Because the logo icon abstractly reflects the calming and healing aspect of nature, I wanted to choose colors that denote this natural vibe with three earthy main colors, with three lighter tints for each.
VII: Usage Guidelines
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Do's and Dont's
It is always necessary that to respect and protect the integrity of every brand mark! Therefore, here are some examples of good and bad usage of this logo!
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Clear Space
In order to let the brand mark speak and shine, adequate space around its elements are required. Thus, the clear space, or blank space (x) around the mark free of other graphics is displayed.
VIII: Branding Applications
Business Card
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Front Side
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Back Side
Stationary Package
Envelope Front
Envelope Back
Letterhead
Letterhead Envelope
IX: Animation Applications
Because I had so much fun with making the brand mark and its icon, I thought it would be a great idea to do a quick animation of them both, so that the client could eventually use them on social media or on the website!
