Previous Logo and Website
The previous HJ Andrews Experimental Forest logo features a highly illustrated rough-skinned newt (one of the most common animals in the forest) and three trees. The accompanying website is fairly simple in its layout, featuring a neutral color palette with pops of green.
Phase 1: General Ideation
After an initial client meeting, we began basic ideation. We first presented the client with four mood boards, which after client feedback, were distilled down into the larger mood board to the right.
Phase 2: Initial logo Ideation
To begin, we sketched initial ideas before refining them into five selected designs that were presented to the client. Based on client feedback, four different elements/sketches were selected for continued development.
Phase 3: Continue development and refine
From the selected elements, another round of logo ideas were produced and presented to the client. From the five options presented, feedback was provided before three 'final' ideas were presented. Additionally, color is incorporated more.
Final Logo
The final logo features the three key elements of the Andrews Forest and its work: the forest, its streams, and data. Additionally, the nostalgic rough-skinned newt completes the pictorial mark. The mark can be used in both horizontal and vertical formats, accompanied by their complete name.
Brand Elements
Beginning with color, the HJ Andrews color palette is reminiscent of the colors found in the forest. Neutral, yet bold, the colors reflect the formal scientific work of the forest with their grounded and forward-thinking spirit.
Additional elements developed include several icons that can utilized in across a variety of materials to represent complex ideas through a simple, pictorial mark. Finally, an "HJA" supplementary letter mark was developed to accompany other elements.
All elements were combined into a formal brand guidelines booklet that outlines proper usage of the new logo and the supporting branding.
Website
In addition to the development of a new logo and brand guidelines, a new website and subsequent mock-up was ideated. This ideation provides the client and future developers with a framework for the website design. Continuing the refreshed and simplified nature of the re-brand, the website uses bold type and simple formatting.
Additional Video
In addition to the re-brand, we created a short video that summarizes the HJ Andrews forest and how its elements fit into the logo. This serves to help not only the new logo, but how and why it fits the organization