Veganna is an organization focused on connecting vegans and those curious about veganism. I worked closely with the founder to design a visual identity that captured the natural, reliable, and vibrant feeling she wanted.
In the conversations with the client, we identified key themes—nature, organic, and reliability—that shaped the foundation of the logo strategy.
The goal was to create a logo that brings vegans and those interested in veganism together, as the organization does through events and small festivals.
The design needed to reflect the organic nature of the vegan community and the connections people can form, while also conveying reliability without feeling too dull or corporate.
The Flower of Life is a symbol of unity and connection.
Made up of overlapping circles, it reflects the connection and harmony found in nature and life.
The client wanted to use this symbol to bring people together and emphasize values like being organic and reliable.
The design ties into the client’s goal of creating a community, while also highlighting nature’s simplicity and beauty.
The symbol was rotated to explore different ways of capturing the brand’s intended identity.
To balance life and approachability,
I experimented with the symbol’s rotation.
A 'stable' position suggested reliability,
but felt too static.
An ‘on-edge’ version appeared unstable,
so we chose a rotation that naturally aligned with the typeface.
The third version, that was rotated at an angle that made it fit into the grooves of the typography, captured both reliability and a dynamic, organic feel that was more filled with life and personality.
The chosen colors—green, orange, beige white, and dark grey—work together to represent the brand’s connection to nature and sustainability.
The primary Green color brings an earthy, organic touch. The secondary Orange adds warmth and energy. The beige white softens the design as opposed to a harsh white, and dark grey anchors it with a sense of reliability.
Having both horizontal and vertically stacked versions of the logo is essential for responsiveness.
These variations ensure the logo adapts seamlessly across different platforms and formats.
The horizontal version works well for wide layouts, like websites and banners, while the vertical stacked version fits tighter spaces, such as mobile screens or social media profiles.
This flexibility maintains the brand’s consistency and visibility, regardless of the medium.
