The Grove

This project was given as a brief for Will Paterson’s Logo Design Series on YouTube.
Two designers receive the same brief to participate in a friendly competition where we only had a week to design the logo for The Grove.


The full brief is below:

The Grove is an innovative social enterprise dedicated to transforming cityscapes through urban agriculture and green initiatives. Our name speaks to a sense of community alongside nature, reflecting the company's mission to foster a sense of shared responsibility for sustainable living in urban environments. Our mission isn't just about growing food; it’s about growing communities through cultivation.

By converting underutilized urban spaces into thriving green areas, The Grove empowers residents to engage in sustainable practices, learn about urban farming, and reconnect with nature in their own neighborhoods. From rooftop gardens to community plots and educational workshops, we are at the forefront of the green urban revolution, combining modern technology with traditional farming techniques to create sustainable, resilient cities.

We are in need of a logo that reflects our dual focus on community and sustainability. We want the logo to feel modern to reflect our forward-thinking ways and it should not feel "corporate." We're also open to something eclectic and fun but still modern so that we can catch the attention of a wide audience. We plan to use our logo on a variety of materials such as garden/building signage, smaller signs that identify plants, t-shirts, and on our social media channels (mainly Instagram) and website.

Brand keywords: Cultivate, Community, Environment, Sustainability, Agriculture, Urban/metropolitan Neighborhood, Connection

Audience:
Age: 18-60, All genders
City planners
Parks and Recreation Departments
Local government officials
City dwellers who care about making a difference in their community or learning a new hobby.

Process

Mockups

Reflections

Even though I was sleep-deprived and busy throughout this process, it’s all the more reason to explore this concept again with better execution (and more time haha). Although I didn’t win the competition, I learned a lot from Will, Sam and Todd, and their feedback. I’m thankful for the experience to be able to work on this. If you want to see the development of this project, you can follow me and if you want to see the video, it’s posted below. I believe in the potential of my work so with some more rest and time I will explore The Grove again.

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