I was tasked with creating a brand identity for Veganna – an organisation who's goal is to bring vegans and vegan-curious people together through events.
In the conversations with the client (Anna), we identified key themes that is connects with the organisations –nature, organic, and reliability – these were used as a foundation for the logo.
The design needed to reflect the organic and inviting nature of the vegan community and the connections people can form, while also conveying reliability without feeling too dull or corporate.
The client also had a request: to use the "Flower of Life" in the logo if possible.
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. Since it fit the goals of the brand we decided to include it!
To incorporate the symbol with the rest of the typeface, it had to be adapted
As seen below, the "stable" position suggested reliability, but felt too static and non-dynamic.
An "on-edge" version appeared unstable – which we wanted to avoid.
The third version, that was rotated at an angle that made it fit into the grooves of the typography. This showed both reliability and a dynamic-organic feel that was more filled with life and personality – exactly what we were aiming for.
The chosen colors – green, orange, beige white, and dark grey – work together to reflect the Veganna'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.
"It was a pleasure to work on my logo/brand together with Ákos. Professional, efficient, skilled and with good guidance.I am very happy with the results!"
– Anna Hansson, founder of Veganna AB
