Der Garten Sam – Structure and Brand Evolution for a Social Agricultural Project
The challenge
One social institution, three areas of activity with different target groups, different services and offerings - but all equally cordial and professional. The task was to package all of this in an approachable brand that gives perspective and room for future expansion. A brand that has many faces, but above all shows one thing: Every person is special. And SAM has a place for each of them.
The concept
Lively, light, cordial, but professional to the same degree - this is how SAM appears tonally with its brands »ARCHE SAM« and »GARTEN SAM«. Both the wording and the visual communication combine helping and socio-educational work with a strong nature- and practice-oriented education. The slightly playful typeface picks up on the pedagogical social aspect and underlines the claim to see each young person as an individual with their own thoughts, feelings and history. All the individual brands were given their own color scheme, but are clearly united by common elements such as the »A« and the stylized sun in the logo.
The solution
A uniform corporate design and a website with a focus on educational character and support for young people. This way, SAM and its sub-brands can always be recognized as an individual brand, but can easily be integrated into the big picture through overarching design elements. For the brand's online presence and print products, a lively and light symbol world was also created, which optimally complements the text and provides friendly visuals and an overview.
One social institution, three areas of activity with different target groups, different services and offerings - but all equally cordial and professional. The task was to package all of this in an approachable brand that gives perspective and room for future expansion. A brand that has many faces, but above all shows one thing: Every person is special. And SAM has a place for each of them.
The concept
Lively, light, cordial, but professional to the same degree - this is how SAM appears tonally with its brands »ARCHE SAM« and »GARTEN SAM«. Both the wording and the visual communication combine helping and socio-educational work with a strong nature- and practice-oriented education. The slightly playful typeface picks up on the pedagogical social aspect and underlines the claim to see each young person as an individual with their own thoughts, feelings and history. All the individual brands were given their own color scheme, but are clearly united by common elements such as the »A« and the stylized sun in the logo.
The solution
A uniform corporate design and a website with a focus on educational character and support for young people. This way, SAM and its sub-brands can always be recognized as an individual brand, but can easily be integrated into the big picture through overarching design elements. For the brand's online presence and print products, a lively and light symbol world was also created, which optimally complements the text and provides friendly visuals and an overview.
