AFTER:

The client expressed concern about introducing a “new” logo after having been in business for some time.  They were informed that a “revised” design could maintain a sense of the existing brand, while projecting more professionalism.

The new logo, using a more elegant type, still says “Joy Creek Nursery” to the firm’s clients and vendors.  The flowing form between the words hints at the actual creek flowing through the nursery property when presented in blue and conveys an image of the rolling hills of the area when the logo is printed produced as a one-color design in green.

NOTE: This makeover appears in the new book "Logos Redesigned: How 200 Companies Successfully Changed Their Image" (http://tinyurl.com/ahx36) by David E. Carter.  The book was recently released by Harper Design, an imprint of HarperCollins Publishers.

Alina's Feedback:

Jeff's creativity shines in the way he was able to maintain the basic look of the nursery's logo, yet make it look more professional creating a design that "flows" together. I found it very clever how the wavy line serves a dual purpose of representing both the creek and the hills, depending on the color used.

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