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.
Previous Logo
Previous Logo
Previous Website
Previous Website
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.
Initial Mood Boards
Initial Mood Boards
Refined Mood Board
Refined Mood Board
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.
Continued Ideation
Continued Ideation
Refined Designs
Refined Designs
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.
Color Palette
Color Palette
T-Shirt Designs
T-Shirt Designs
Icons
Icons
HJA Letter Mark
HJA Letter Mark
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.
Website Wireframe
Website Wireframe
Website Mock-Up
Website Mock-Up
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
Back to Top