Convention 2024 - Logo design
The Gesneriad Society is an international horticultural society founded in 1951 and dedicated to the study, cultivation and promotion of gesneriads.
MY ROLE: Art Direction, Design
Challenge
The society organizes an annual international event, rotating host cities across North America. These events provide a platform for experts and enthusiasts to connect, conduct business, and share knowledge. In 2024, the event was scheduled to take place in St. Louis, MO. To commemorate the occasion, the society sought a logo that featured gesneriads and a unique city identifier. Additionally, a commemorative pin was designed for attendees.
Solution
Research showed that serious students of traditional astrology are not impressed by bold colors and pop design. The solution lied in a sophisticated, timeless and clutter-free design to reinforce the reputation and reliability of the site, and appeal to the user while reducing the cognitive load.
Process
The logo design incorporated a modern sans-serif typeface by Riccardo Agostinelli as a foundational element. The typeface's stroke width evoked a sense of tradition, reminiscent of a square quill's nib, while maintaining a sophisticated aesthetic. To distinguish the brand, the letter "p" was uniquely merged with the symbol for the planet Mercury, aligning with the astrological significance of Mercury as the ruler of astrology and communication.
