This was a project that I did for my Advanced Graphic Design I class with Professor Brandon Dunnick at Valencia College in the fall of 2013. We had to choose a company, or create a conceptual company, that centers itself around being green and sustainable. I chose a company called New Leaf Paper. They focus on recycling paper, thus saving trees and slowing down the greenhouse gases that are being emitted into the atmosphere.
When designing the logo, I wanted to have something that was really organic and felt clean. I chose the typeface Bellota, because of the natural, subtle curves as serifs. I designed this new branding material to be very clean and organic, with a nice lime green paired with a gray. I felt like this also gave it a modern feel.