CASE STUDY
LOGO DESIGN
Greytown trust lands
Introduction
A few years ago, I had the opportunity to design a logo for Greytown Trust Lands Trust, a longstanding institution in Greytown, New Zealand. The Trust has been an integral part of the community since 1871, contributing to the welfare and development of the town through returns on investments. They approached me with a need to create a more visible presence within the community, raise awareness of their activities, and encourage new funding applications. This case study outlines my design thinking process and the resulting logo that fulfilled their brief.
The Challenge
The main challenges for the project included:
- Visibility: Increasing the Trust’s presence within the community.
- Awareness: Highlighting the Trust’s various activities and contributions.
- Encouragement and engagement: Motivating more community members to apply for funding.
The client emphasised the importance of reflecting both the heritage and the forward-looking nature of the Trust. They desired a logo that would resonate with the community’s historical roots while also symbolizing growth and progress.
The Logo
The final logo blends modern and traditional elements. The leaves emanate from the center, embodying both new growth and deep-rooted heritage. The choice of colours not only makes the logo visually appealing and recognisable but also conveys the Trust’s dual focus on honouring the past and fostering future development.
Application
The design was applied to:
- Stationery
- Printed Collateral
- Signage
- Website
- Email Communications
The Background
Located in Greytown (Māori: Te Hūpēnui), a rural town in the centre of the Wairarapa region of New Zealand. Greytown was first settled on 27 March 1854 and the first Arbor Day celebration in New Zealand was held in Greytown on 3 July 1890. The town has many beautiful trees and the Tree Advisory Group to the Greytown Community Board actively works to preserve trees and update the historic tree register.
For more than 150 years, the Trust have been and continue to be instrumental in the building of the town’s important public facilities, the development of its open spaces, the provision of education to its community, funding for sport and active recreation and have helped make Greytown what it is today – a highly desirable place in which to live, work and play.
The profits generated from the Trusts commercial business activities contribute in various ways to making the Greytown community as strong, cohesive, vibrant and progressive as it can possibly be.
The thinking behind the Design
Inspiration and Symbolism
Greytown’s Arbour History. Vibrant Community. Growth.
Radiating Outward
The design concept illustrates the Trust’s activities radiating from the center (The Trust) outwards in all directions, symbolising how the Trust’s efforts and resources extend to benefit the entire community.
A Leaf Motif
The design prominently features leaves to draw on Greytown’s rich arbour history. The leaves symbolise growth, nature, and the community’s continuous development.
Typeface
The traditional typeface provides a sense of reliability and history, aligning with the Trust’s longstanding presence.
Color Scheme
Brighter green leaves represent the Trusts new activity and growth within the community. The Darker green leaves symbolise the Trust’s heritage and previous contributions.
Tagline
The addition of the tagline “Growing the Community since 1871” reinforces the Trust’s historical significance and ongoing impact on Greytown.
Conclusion
This project for Greytown Trust Lands Trust exemplifies my design thinking process, where symbolism, historical context, and client needs converge to create a meaningful and impactful logo. The Trust now enjoys a heightened presence within the community, with a logo that both honors its storied past and signals its ongoing commitment to community growth and welfare.
This case study highlights how thoughtful design can effectively communicate an organization’s mission and values, fostering a stronger connection with its audience.