The Evolution of a Brand
NewGen Forestry Services Ireland
As a new company NewGen needed a brand, all related marketing materials and a website. Their focus was on managing the stewardship and use of forests and forest lands in a way and at a rate that maintains their biodiversity, productivity, regenerative capacity, vitality and their potential to fulfil now and in the future without causing damage to other ecosystems.
We were very excited with this brief as it provided a lot of scope for creativity. So, with that in mind we focussed on the keywords: biodiversity, regeneration, growth, forest, green, trees, water, ecology, and we got to work.
STEP 1: MIND MAPPING EXERCISES
With any new or redesigned brand we begin with mind mapping exercises. This may not look pretty initially, but but it is an excellent way to get the creative juices flowing and to help develop and organise ideas and information. Beginning with the keywords associations are made through words and quick sketches until you come with some basic concepts.
STEP 2: LOGO CONCEPTS
We provide 3 logo concepts for review, along with our outline of the structure of the logo and what it represents for their business. In this case the NewGen logo is all about growth. A young sapling with tree growth rings in the leaf area was the perfect concept for their criteria of regeneration, growth, forest and biodiversity. This represents the traditional vision of a tree, but in only one leaf, representing the growth of a sapling. To enforce the idea of growth there are tree growth rings on the leaf.
STEP 3: COLOURS
The brand colours are as important as the logo itself, as they will represent the business across all marketing materials. For NewGen we wanted a very fresh, contemporary colour palatte with the addition of colour variations to represent earth, sky, water and growth.
STEP 4: LOGO VARIATIONS AND USAGE
Once the logo is developed it is important to ensure that it is used correctly so that the brand continues to fully represent the clients business and always looks great, no matter what it is used for. In this case a 72 dpi/rgb version is also created for the website and all online media.