Native Nurseries Logo Analysis

Hello Native Nurseries! With your store opening soon you must be very excited. Your business is sure to bring in many customers and provide them with the beauty of growth. Seeking to create an identity for your business, having a logo created is definitely a step in the right direction. By providing beautiful, fresh, healthy plants to the community, you have challenged me to emphasize the true nature of your business and the beauty of its name: Native Nurseries. You asked me to create a logo for Native Nurseries by using influence and inspiration from Paul Rand, the graphic Designer. Though it is 2017 and Rand was active mostly in the mid 20th century, many of his thought processes and philosophies of graphic design can still be applied today.
The primary ideal that I wanted to use from Rand was the individuality of each of his projects. He did not have a specific style or focus area, because every task was unique and he chose to represent them that way. This idea is the reason why even though I'm trying to represent a 70's themed greenhouse and nursery, I'm still giving your business a sense of uniqueness and individuality. Another idea from Paul Rand that I used to create the Native Nurseries logo, is the beauty of simplicity. Logos are supposed to be direct and to the point without being over complicated. These are the goals that I worked towards with this logo. The works from Rand that I referenced for inspiration for this project, were his logo designs from his corporate business days. He created several identities for big companies such as IBM, NeXT, ABC, UPS, and Cummins. Each of these logos excellently represent the corresponding company in a simple but effective way. These logos, along with his other work, were the references that I used to create the logo for Native Nurseries. When you asked me to create this design, you had a few very specific requests.
The first was you wanted me to find a way to incorporate your Native American heritage in the logo, especially since you incorporated it in the business name. I did this by including a simplified, glyph version of a dreamcatcher along with finding the perfect font to emphasize the native feeling of the business. I looked through every font in my library and even downloaded some new ones to find the perfect one for this logo. The second request was that I keep the design simple. You wanted this so that the logo could be put on anything and be seen at any size and still be recognizable. When I started out, the design was quite a bit more complicated than it is now. Instead of having a simplified version of the dreamcatcher, it was much more like a realistic one. After looking at it for a while however, I felt as though the extra detail wasn't necessary and that it was easy to tell that it was a dreamcatcher without all the details. The third request was to keep it to as few colors as possible. I definitely understand this because having too many colors has a couple negative consequences. The first, is that too many colors distracts the viewer and confuses them as to what they're supposed to look at first. The second, is that the more colors a design has, the more expensive it is to print, and since you are just starting out, the less expensive things are the better. I think you would agree that I
achieved all three of these goals and managed to meet the expectations that you had set. To describe the logo that I have created for you, I would start out by saying that you picked a wonderful name for your company and it was especially easy to work with.
The first thing I did when designing this logo was choosing a font. I wrote out the name of your company several times in different fonts to figure out which one looked and represented your company the best. After I picked a font, I looked at some dreamcatchers for reference and designed a simplified version of the ones I saw. Instead of showing the interlaced strings in the center of the dreamcatcher, I left those details out and instead I put two capital n's there after merging them together. I then put the name “Native Nurseries” underneath the dreamcatcher. When choosing colors, I decided to go with a red-violet color for the text, and black for the
dreamcatcher. I think that the logo very well represents your business in a delicate and beautiful way, and that it will help your business in becoming successful. After all, the first part of business is creating a name and identity for yourself. If you have any questions or further requests, please feel free to contact me any time.
Sincerely,
Marissa Kemp