A breath of fresh air to better reflect their personality, and highlight the breadth of expertise they now offered.
Urban Green is an expert in their field and wanted a look that reflected their less traditional approach but also the confidence of their many abilities.
Starting out with a focus in arboriculture, they had expanded over the years to include landscape planning, landscape architecture, ecology, urban design and natural capital.
They offer more than most of their competitors, who often only offer one or two of these services.
Early on in the process we decided to retain the existing logo whilst dropping the green to set us apart from competitors (a sea of green). Inspired by the landscape we introduced a sandy yellow, sky blue, slate grey and earthy ochre as accents to a simple monochrome look.
We also introduced a small version for use across social media which the main logo was not suited to.
In keeping with the landscape approach, we created a contour pattern as a way to bring in colour and recognition to Urban Green’s materials.
Introducing a new bold condensed typeface for titles allows the business to be playful and confident, paired with a versatile supporting sans serif type family offers a wide range of control for the rest of their materials.
One of the main areas Urban Green’s work is shown is in their detailed reports — the new brand had to simplify and unify a lot of varied materials and allow for a large amount of flexibility.
With the key elements established we were then able to work together in creating their new website, including creating new service icons to better capture the varied expertise of Urban Green.
“Squid worked closely with us to understand our business and produce a new brand identity. This included bespoke brand guidelines, a new website and graphic content. Our brand speaks for itself — it’s fresh, bold and imaginative.”
Gemma King
Urban Green
Urban Green
