The Stand logo was developed as part of my senior studio at RISD. I was tasked with creating a grass roots campaign for old growth trees with no foundation to build upon. The project was part brand development and part visual exploration with the brand concept we developed. I developed a brand based around sustainable products that would be sold at retail and promote old growth trees. The brand was extended into print collateral, stationery, promotional materials and product mockups.
The name ‘STAND’ by definition has many meanings which relate directly to the ‘old growth tree’ concept. Remaining in place and upright, rest without disturbance, be of a specific height (which old growths must be), withstand without being damaged and also a group of plants or trees of a specific variety which grow in a group.
The logo itself represents an old growth tree using a leaf shape to convey perspective and height in the tree. The individual leaf element was then taken out of the logo itself to create a variety of graphic elements including ‘tangram’ animals, a few illustrations, patterns for print material and so on.
The marketing idea was that STAND would sell sustainable products which promoted environmental protection and the proceeds from each sale would benefit a specific cause, chosen by the buyer.
Other items designed included a tree measuring kit to detect and register old growth trees, hats, tshirts, water bottles, and member gifts to donors.