Around the time that I was researching into existing brands I started to sketch out ideas for the logo. I was finding it difficult to come up with ideas that were not the most obvious (and there for overdone). This was backed up in a tutorial with Ian. In this tutorial, we discussed that I look at the textures that are associated with gardens and simplifying them down.
We also discussed that with having just the name for the brand would not be clear to the viewer what services the company provide as “Roots” as a name could mean a number of different services (family tree, organic fruit and veg, etc…). This could be improved with the use of a tagline, incorporated into the mark in some way, that gears the viewer to see the company behind the mark a bit more. I mind mapped the ideas for the tagline then brought them to my client to see what he thought. Going through the selection, that I had originally come up with, we decided that they were too long or too dull to use as a tagline. Then I came up with “Making Gardens Great Again” (as a sort of a play on Donald Trump’s “make America great again” slogan ). It’s was then clear what the services the company provides.
Keeping these things in mind for the logo I then went on to sketch out some more ideas with a much clearer direction than before. I narrowed it down to simpler ideas that would work better in a logo/touch point setting. The logo (which would be starting point to the rest of the branding) the client liked best was the three triangles that represented grass.