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.

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.

 

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.

 

 

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.