ECOVATIVE BRANDING PROCESS
TABLE OF CONTENTS inspiration 2 initial concepts 8 refined concepts 16 logo development 26 applications 42
INSPIRATION
VOCABULARY scientific resourceful network fungus green contemporary alternative dark inventive responsible renewable agriculture byproduct energy growth beautiful structural innovativ4 material natural recycle compost ecology environmental chemical cells health replacement digest adhesion mycelium roots threadlike
For the main concept of the brand, I wanted to focus on the process that goes into the creation of ecovative’s product. Inspiration and imagery came from the organic and structural aspects of the process
left: research including abstract builind forms, and shapes of various mushrooms
next page: mood board of imagery that inspired conceptual ideas
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INITIAL CONCEPTS
The first wave of sketching focus mainly on the forms of mushrooms, and how they could be represented
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Skinny mushrooms could be seen as arrows, mimicing the recycle symbol, which alludes to ecovative’s product being compostable
Sketches depicting a symbol being contained in a package or protective structure
Using the letterforms “E” and “D” to depict imagery
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I found the myselium to be an interesting subject matter to base imagery off of
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Above is a more expressive approach to the form of a mushroom.
Combining of the “e” and “d” letterforms to mimic the shape of a mushroom
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Attempting to make the mycelium more graphic and less thread-like, however the results ended up
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Playing off the organic shape of the mycelium and using it to create structured forms
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REFINED CONCEPTS
Creating “mycelium� strands and rotating them around an axis to achieve a structured appearance Inverting the colors achieves the natural white color of mycelium
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Although the forms were visually interesting, at smaller detail they ended up looking like snowflakes More detail lead to a loss of legibility while the logo was reduced to a smaller size
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conceptual study of breaking and “E” into structured segments the form lost any organic feel to it, and the result wasn’t aesthetically pleasing and a smaller size
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The final direction for the logo ended up being a combination of the previous two concepts; using random organic scribbles to contruct a form that represented the letter “e�
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LOGO DEVELOPMENT
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When choosing the “e� for the logo, I wanted to have a form that would look interesting at both large and small scale
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These semi final logos felt like they were eaded in the right direction, but the density of the form was a little too extreme. The detail ended up being lost at a smaller size. I decided it would be better to go back and choose a form with more white spice within the form
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Above is the final chosen form for the logo. It provides interesting detial at both a large and small size. I wasn’t entirely happy with the geometry of the form, so I made the decision to decrease its vertical dimension
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gotham rounded ecovative ecovative ecovative ecovative brandon grotesque ecovative ecovative ecovative ecovative ecovative ecovative vag rounded ecovative ecovative ecovative ecovative
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ecovative The final logo ended in a form that had interesting texture when shown at a large scale, and didn’t feel too heavy or condensed when scaled down to a smaller size. I chose Gotham Rounded as the typeface in the logo to compliment the rounded texture of the form.
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APPLICATIONS
ecovative 518 273 3753 x 1 ecovaticedesign.com 70 cohoes ave green island, ny 12183
ecovative sales@ecovativedesign.com 518 273 3753 x 1 ecovaticedesign.com 70 cohoes ave green island, ny 12183
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12/19/2013 Evan Eagan Ecovative Design Sales and Marketing 70 Cohoes Ave Green Island, NY 12183 Dear Evan Eagan, Donec vel eros non ante blandit pellentesque. Ut blandit ullamcorper lorem id vestibulum. Sed dapibus sem a justo luctus, non luctus arcu bibendum. Nam euismod quis nisl nec aliquam. Nam posuere gravida porta. Morbi rhoncus dictum vestibulum. Etiam vitae risus sit amet odio auctor dignissim. Nullam adipiscing nulla mattis purus dignissim sagittis. Curabitur vitae lectus risus. Sed tincidunt vel turpis vel suscipit. Aenean lobortis augue nec ligula pellentesque, non fringilla nibh rhoncus. Praesent lectus orci, laoreet tincidunt aliquet quis, dictum id justo. Suspendisse vitae ipsum eget sapien elementum ullamcorper nec at urna. Nunc ultricies feugiat libero, ut interdum lorem lacinia id. Sed varius purus in nunc euismod, sed accumsan ligula varius. Praesent cursus fermentum justo et sagittis. Ut tellus felis, elementum sit amet sollicitudin ut, lobortis et nisi. Nam gravida pulvinar quam, posuere aliquam nunc tempor quis. In blandit mi vitae aliquam dapibus. Sed nec porta mauris. Sed at lectus ultricies, gravida lorem at, mollis purus. Phasellus risus nisl, ultrices ut ipsum in, pellentesque laoreet diam. Best,
Sam Harrington Director of Marketing and Sales
PO box 645910, Green Island, NY 12183 P: 518 273 3753 x 1 F: 518 273 3793 sales@ecovativedesign.com
ecovaticedesign.com
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