Creating a new logo, or in our case, replacing an existing logo, might be one of the bigger challenges presented to any graphic designer. Unlike a newsletter or print ad, which have a limited number of design solutions, the visual representation of a concept has a nearly infinite number of potential directions. And the complexity of our work lends itself to an equally diverse set of concepts. My job was to narrow that spectrum and create a unique image that captures the essence of our organization.

When I took on this project I had to consider not just the look of the existing logo but the story and history behind it, as well as the people and the ideas that created the original image. We wanted a new contemporary look that reflects the expansion of our work but also one that reinforces our core values and our 15 year history. We didn’t want to fully depart from our old image and we needed a strong connection between our work, our programs, and our new venture Sustainable Northwest Wood. So to the drawing table I went.

For inspiration, my first step was to the art and design shelves at the library. And then came the many many sketches to try and capture the concepts: rural-urban connection, building bridges, natural resources, people, collaboration, ecology-economy-community, innovation, locally sourced wood, rangelands, forestry, water, energy, climate. It was a dizzying array of swirls, triangles, letterforms, arcs, circles, natural forms and abstract lines

Finally, with plenty of input and interest from the staff, the dust settled and things came into better focus.

  

Taking one element of our original mark and literally segmenting it revealed our true essence: a bridge formed from many parts moving toward a positive future. Of course you can interpret the mark however you choose.

Here are the first two members of our family of brands.