In the magical city of London, there is a 33-year-old brand designer, me. Four years ago, I came to this city with a dream and curiosity to study. In the course “Branding and Graphic Brand Identity”, it was like opening the door to an unknown world. I remember in one of the studies I read, “What Is Brand Design And Why Is It Important? eye-catching, it’s an emotional link that connects your values to a like-minded audience” (Noel, 2022). What I learned in these classes flickered in my mind like magic.
Today, I’m part of a design agency in London and have been given a brand new assignment – to create a logo for a food brand that celebrates naturalness. As I sit at my desk, my thoughts go back to the sustainable design concepts I talked about in class. How could I make this brand more than just superficial packaging, but truly reflect a commitment to the environment? I remembered the concept mentioned in the study “Get Your Green On Sustainability as a Branding Strategy”: combining the spirit of brand design with sustainability, while injecting the soul of sustainability into the brand’s image, also attracts more environmentally-conscious potential customers “ (Activate)
So I chose warm greens and earthy yellows to symbolize the cycles and bounty of nature. Simple motifs gradually emerged, with which I hoped to make future printings more eco-friendly and adapt the logo to different scenarios, from table wrapping to online promotions, to convey the brand’s sincerity.
As night fell, I looked at the finished design with joy in my heart. It was not just a brand logo, but a culmination of my learning and growth in London. I walked out of the office, the hazy streetlights in the fog illuminating the way home, and continued on my way to London with the anticipation of new adventures ahead.
Noel, M. (2022). What Is Brand Design And Why Is It Important? [online] Studio Noel. Available at: https://studionoel.co.uk/what-is-brand-design.
Activate. (n.d.). Eco-Branding: Green Values via Design | Activate Design. [online] Available at: https://www.activate.co.nz/Blog/Sustainability-as-a-Branding-Strategy-Communicating-Environmental-Values-through-Graphic-Design/.