Pine Design’s Logo

Case Study #1:

“Pine Design” Logo



I started with my initials (JP) before switching to “Pine Design” as a brand.


After researching different fonts that I could possibly alter, I decided to focus on the outline of the letters as a starting point.


I liked the idea of using the negative space of the letters to introduce a visual element. I was now ready to switch to the computer.


I tried using silhouettes of tree lines to fill in the initial’s outline. The biggest problem I encountered was the level of detail to include.

Screen Shot 2014-02-06 at 10.58.55 AM

Too much detail of the tree(s) would not work when the logo is reduced in size for a business card, not enough detail made the tree line look like teeth or a graph line.

Screen Shot 2014-02-06 at 1.36.25 PM


I was finally inspired by a toy from my childhood… Lego!


The Lego pine tree was a perfect model for my graphic element. It is simple and unmistakable.


logo 2013-10-25 at 3.23.41 PM copy


Merging the tree with the initials went through a few trials and I eventually went with a single tree cutting-out negative space in the now stacked P&D.

The proper placement of the cut-outs was tricky. The gaps at the top of the D and bottom of the P needed to be the same thickness as the other lines, also the middle gap that separates the top and bottom of the P had to line-up just right to prevent an unwanted tangent.

Lastly, the font for “PINE” was the same that was used for the P&D (raiders). I went with a thinner font for “DESIGN” (myriad).



 A single majestic pine tree is used to unite the initials P&D symbolizing strength, stability and collaboration. The use of negative space to define the tree was chosen to maintain subtlety. In regards to color I went with a med-dark forest green (Pantone bridge uncoated 3425).

So there you have it, a symbol that is fitting for a new company wishing to establish deep roots.