This project was an exercise in idea generation and making the most simple logo possible. I started with a random word— “fuschia” which is a type of flower. From there, I came up with the idea of a service that ships you native wildflowers, because it is a service that I wish existed. I created thumbnail sketches and explored how to communicate the idea of the company. I settled on a flower contained within a postage stamp frame, but it is growing out of it to create visual interest. I created a vector icon based on my thumbnail sketch and created a variety of typeface selections. I selected Aleo, a semi-rounded slab serif. The roundness gives it a friendly demeanor and the size and shape of the serifs is similar to the perforations of the stamp frame, which creates unity.

Then I created some color options and selected a palette with dark teal, a complementary coral red, and a lighter, yellower green. I created some mockups and motion design to promote the hypothetical company.