Will McNeilly

Grow Logo – Further Refinement

Step 1. Leaf Construction

This first step took many iterations to get right, both on paper and in Illustrator. I found the most reliable way to draw the leaf was to take a circle shape and fashion it from that. I tried to stick with just four anchor points, any more that this and the leaf lost it’s simplicity and punch.

Step 2. Getting the Stem right

You’ll notice that I decided to shorten the leaf steam, this was because the illusion of the leaf tip curving under was spoiled by the stem going all the way to the top of the leaf. The shortened steam also works best when the image is minimized as it removed visual noise from the leaf tip.

At this juncture I also experimented with the gradient mesh to give the illusion of a three-dimensional shape.

Step 3. Yin and Yang

My intention at this stage was to work on the Yin and Yang theme I had explored earlier in the concept sketches. However, the more I played about with this idea the more I realised it wasn’t working as well as I’d hoped. The leaves appeared too disjointed.

Step 4. Concept Complete

It was at this stage I further explored an idea I’d had in my concept sketches; leaves forming a cycle. This cycle represents among other things, the changing of the season and sustainability. The circle it forms symbolises, the family circle i.e. the community, nurturing and inclusion. The image above shows a very early stage of this concept.

Step 5. Typeface Decision

I then started thinking of typefaces. After a long process of trial and error I discovered Slab-Serifs seemed to fit with the aesthetic I was looking for. I was torn between two in particular, Archer and Museo Slab. What eventually swayed it in favour of Archer was the little terminal on the tail of the ‘g’ and the arm of the ‘r’. To me it looks almost bud like and so is perfectly in-keeping with the logo theme. Because of Museo Slab’s inclusion in Typekit, I’m seeing it everywhere and beginning to tire of it.

The above image shows the planning of how the leaves may replace the O. This took quite a bit of tinkering with the leave sizes and the space between each leaf.

Step 6. Adding detail to the leaves

You’ll notice two things at this stage; I’ve taken the weight down of the typeface and I’ve added shadows to the leaves. I’m now using Archer Extra Light instead of Archer Light. I find that the balance between the leaves and the type is better this way.

Step 7. Removing Detail

I soon discovered legibility issues in the leaves at smaller sizes. Here I’ve simplified the leaves by removing the gradient and shadow. The colours have also be inverted so the stem stakes the higher contrasting colour.

Step 8. Testing in monotone

Here I tried a few tests in a monotone colour and tried to simplify the leaves even further. I got rid of the separate stem colour. With each leaf a solid colour it took the finesse out of the mark. I then hit upon the idea of using a knock out to imply where the stem intercepts the leaf.

Step 9. The final Product in brand colours

here’s the finished logo. I’ve refined the stem knockout so it sits a little better at smaller sizes.