Yardly - Branding

yardly

2.1

challenge

For this project we had to create a branding system for a fictive plant nursery called Yardly, including logo design, stationery and other brand applications. The explorations on nature elements were very broad which allowed me to explore many interesting concepts. The ultimate challenge found through my research was to simplify something as common as nature and make it stand by conveying a message of unity.

2.2

insight

Yardly is a fictive nursery that sells all types of plants from small indoor plants to exterior garden trees and plant arrangements. With their target audience being adults between 25 and 50, a minimalist approach was chosen to ensure legibility. The leaf is the symbol that represents nature in its greatest, no matter what kind of plant, that is why it was the chosen signifier for the logotype design.

2.3

outcome

The chosen color is the most representative for plants so it makes it easier for the target audience to understand the reference. The colors are saturated to make a contrast between the black type and also in reversed colors. Because of the nature of the commerce, a conservative typeface was selected with some minor modifications to it such as the firm Y being bigger so that it can be utilized as a separate element for the brand.

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