From Illustration to Icon
The existing Green Timber logo featured an illustration of an orange leaf. While it was recognized by clients, the fine lines and detail made it difficult to reproduce. The text was on the small side and wordy, resulting in the overall logo looking "complicated."
Lauren recommended a brand update—keeping the essential pieces of the logo (orange leaf) but strengthening it with a shorter version of their name. The final logo surpassed the original goal by incorporating a tree that represents the fact that they manage entire forests. The tree also could be a compass pointing North to suggest Green Timber will guide their clients on the best and most sustainable options for their land.