When I sunk my teeth into this project there was quite a bit of back and forth getting the concept to where we were all happy with it, but then things took off. The logo uses a formal- yet approachable font and features an oversimplified alerce tree (fitzroya) representing the brand name, the environmental theme, and the simplification they do with scientific texts.

The font in the logo is a modified Roboto Slab- the serifs were made sharper to convey more formality and the font itself was made heavier for a more impactful logo. Jonas and Lina were already using standard Roboto on their website, so the design system was made to work with this choice, but also be able to stand on its own if they changed their minds in the future.

The tree itself was made using a circular grid for rhythm, the vector with the grid was also included in the final handoff of the brand. It was initially modelled with an image of an alerce tree, but the folds of a human brain were used to give the logo-tree a wider look (and for symbolism!). A stand-alone version of the tree was also provided in case they needed a stripped-back mark.
In the final stages of the process, I created a brand guideline booklet- outlining a fitting colour pallet and giving helpful advice for use of their logo and font choices.

After all the hard work they’ve put into this, I’m pleased to say that Jonas and Lina have finally launched their project this year. I was so excited to be able to work on this with them and I can’t wait to see what the future holds for Alerce!