Logo, Brand Guidelines
GDUSA American Graphic Design Awards 2015
Under the Canopy is a contemporary collection of high quality, innovative & affordably luxurious apparel, home & hospitality products made from organic cotton, linen, silk & wool, and other sustainable fibers. Founded in 1996 by Marci Zaroff, it demonstrates that modern style and quality can co-exist with environmental & social responsibility.
Named for the lush layering of treetops over the rainforest, Under the Canopy's identity required strong environmental messaging and sophisticated, simple execution. The logo is the most visible element of identity — it is a universal signature across all Under the Canopy communications. The outer circle represents the idea that the world's community lives under one canopy. The inner symbol combines two elements, a leaf and a heart, representing love for others and the planet.
The four veins on the leaf side of the mark represent Under the Canopy’s four Pillars of Sustainability: People, Planet, Purpose, Passion.
booklet & rectangular hang tags
Building out brand guidelines involves preemptive problem solving and anticipating questions to provide the right answers. Bex gave several stylistic recommendations to suit varying vendors. Strong, simplistic applications of graphic lines and clean typography matched with inviting, naturalistic imagery build a toolkit of parts to embody Under the Canopy no matter the application or venue.
retail section headers
Retail pieces remain understated and leave visual space to contrast with the broad variety of product colors, patterns and textures.
packaging insert front & back