June 27, 2008 Dear Board Members of the LNAGSL, Finally, we are at the end of the process for the logo design for the Landscape and Nurserymen's Association project. I'm pleased with the results, and I hope you are, too. The final adjustments of the logo are finished, with both the black and white and color selection. I also included the style for the logo to include the web address, and the 75th anniversary graphics. Just a little extra feature I decided to include was your logo as it might appear in a browser as a "favicon." It's just a tiny 16x16 pixel image of the graphic as it might be used in your website's browser address. Now that the logo is ready for the general members to vote in, I'm eager to help with other projects, including the redesign of the graphics for the website, the corporate stationery and business cards, the display advertising and embroidered shirts your organization will need. Thanks again for this opportunity! Joanne Sampl May 22, 2008 Dear Board Members of the LNAGSL, I've very pleased that as the weather is finally warming up, that the time for the final design for the LNAGSL logo is also warming up. I have included a few key components for your review.
Let me know if you need to see one in the "test drive" ad or something else. Project Notes | Revised Logo - BW | Revised Logo - Color Thanks so much, Joanne Sampl
February 22, 2008 - 4:15 p.m. Dear Board Members of the LNAGSL, I've spent the last several weeks researching and working on your new logo for your organization. I appreciate the opportunity to gather insight and formulate a direction for your anniversary celebration in 2008 and for the future image of the LNAGSL. Here is a brief list of the considerations I've explored while developing the proposed images:
At this time, I am ready to show you 5 logo options. Each one has a little different appeal to it. All of them are intentionally designed to be youthful, energetic and lead the way in a new branding image for the entire organization. The “icons” are structured to break down well in any media type including: websites, stationery, business cards, favicons, membership certificates, print ads, web banners, wearable items, and more. Each one is intentionally designed to grow with the organization as its name changes and it diversifies. You’ll see the black and white versions of the logos with suggested typography first. The image sizes are relative to a business card so you can see it in its smallest state. The typography can change, and probably will. I was very concerned at the inconsistencies I found in the name of the organization. The word “nurserymen” was also used as “nurserymen’s” and “nurseryman’s”. Plus, I am also concerned with how many words are being used to identify the organization. The more words, the harder it is for people to remember. After careful research, I realized that most associations like yours are tied to the identity of a state or a county, but few were tied to a major metropolis. I think your niche of being an association for the community of the “greater St. Louis area” is to your benefit. It also helps convey the history of organization. You’ll see that 2 of my suggestions do use the St. Louis arch as part of the emblem. Another one represents the Mississippi River. The other two options are more contemporary in design, and are less geographically associated. The black and white logos are followed by some with color selections, and different ways to build the anniversary into the graphic. We can use any colors on any of the logos, so just tell me what you like. Colors are so much more affordable now to use than they even were a few years ago. My concern is that the “75th” anniversary graphic can take on its own image separate from the organization, and can reduce readability. I recommend separating the organization’s logo from the anniversary line whenever possible, but I wanted you to see some possibilities. When it comes to including the web address as part of the logo, I wanted to address this separately. Because the web address currently uses just one business type we serve (www.stlouislandscape.org), I don’t recommend tying it into the logo. It’s too limiting. I do suggest buying a more generic domain name, since they can be purchased for less than $10 a year. I’ve checked the availability of a few others including: www.stlouisgreenindustry.com, www.greenindustry-stl.com, and www.greenindustrypros.com. I realize these changes may take awhile for an organization with your size membership to vote on different aspects, but I want to help you keep the opportunities for branding evolution available. The last thing I wanted to show you is what I call the “test drive” of a logo design. Seeing a few of the logos in use always seems to help my clients make their decisions easier. I took two of the logos randomly and designed two different possible ad layouts, as you might see them in the quarter page ad in the “Gateway Gardener”. I believe a logo is the signature on all communication, but the invitation to learn more and create a response is done with the headline and photography of any sales piece. The marketing strategy is built around the creative strategy. Here are just two quick ideas of ways you can build your image and clarify what you want the readers to do when they see your organizations name. These concepts are not included in your logo design package, but I wanted you to see a practical application for the logos in use. Please let me know if you’d like me to add a creative strategy to this project. NSU - Project Notes | Proposed Logos - BW | Proposed Logos - Color | Proposed Logos - Test Drive Talk to you soon, Joanne Sampl
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