1. These are three logo concepts I drew for the rebrand project. The company Seventh Generation is all about being organic and environmentally friendly so I used very organic elements on my two concepts at the top, such as shapes of leaves, rays of the sun and soft curved lines. The concept I chose to work further on is the one on the upper left. I liked how its shape is centered on a circle, which gives it a very earthy and gentle feel.
2. After I chose my basic concept, I drew up some ideas on how I will lay the leaves out properly inside the circle so that it will show a number 7 and as well as show a plant or tree of some sort. I think that these elements represent the company very well because of how nature is incorporated in their products.
3. As shown on the image above, I have created a digital structure in which I could use as my starting point and develop it further as I get opinions from others and as I get more ideas. The elements I put in the concept are the tree trunk that has two leaves coming out of it on either side. The left one being bigger so that it would create a number 7, which represents the company name. I also used shades of green first because it gives it a very earthy tone. For now, I used a serif font to make it look more organic and classic and made the font a light shade of brown to complement the greens.
4. After further development and opinions from my classmates, this is what I came up with. A noticeable change would be the leaf on the right side of the stem, I transferred it to the outside of the circle and made it look like it was sprouting from the tip of the stem. I also changed the colors up and made it look more distinct. Now that I have a strong concept to build on, I will continue to develop my design and add, subtract or vary the elements and see what would work best.
This is what I came up with for my final logo design for Seventh Generation. As you can see from the previous photo, I have gone through a lot of thinking and changing on how to best portray and describe the company. For the overall theme of the logo, I wanted it to be very healthy and natural, thus using a circular shape and the shape of a stem and a leaf. I added two more leave at the end of the stem to make it look like more of a plant. I think that a plant describes the message of the company well because they use organic products. For the font I used, I chose to give it a classic, yet natural feel, thus using a handwritten font and a serif font together. I think that it represents the quality of the brand and their products. For the color scheme, I chose very earthy colors, shades of green, yellow and dark brown. I also incorporated gradients to give it a subtle feel of texture and dimension. I think that the elements I put in the brand logo represent Seventh Generation very well and that it can be beautifully applied to different applications such as business cards and packaging material. I look forward to using this logo for my future projects this term.