The logo was designed to visually reflect the strategy and the intended customer experience. The use of a tree promotes growth, the colors are warm tones, and the font choice is readable and soft.

The system is designed around a few layout concepts, whenever the logo is alone it should be centered. When paired with text, all the copy should be aligned left so there is a border created around the paper by the layout. The color scheme consists of dark blue, green and white. The use of white compliments the dark blue.

 

Negative space is a focus of the layout concept. It allows the logo to pop out and grab the viewers attention. Negative space is empty white space or the leaf texture/ pattern.