Earth Viable is new advertising platforms designed for the specific market of brands and products that are demonstrably environmentally caring, enables them to communicate a checklist of their sustainable undertakings. These advertisements will appear on the internet, social media and possibly television.

As global warming continues, sustainability and minimal climate impact is increasingly becoming a mandated corporate undertaking. For this project, I was assigned to create a logo which reflects the brand’s philosophy.

The initial concept provided by the client was to depict a ‘Wisdom Tree’, adorned with a gentle smile and symbolising sustainability, warmth, compassion and approachability.

During the sketching phase, I explored and tested various ideas, including the width of the trunk, the direction of the tree’s growth, the size of the leaves, the type of smile, and the shape of the logo. As a result, the design settled on a thick trunk with long branches extending in all directions, adorned with a smiling face with closed eyes.

I created a custom font based on a serif typeface for the logo, and chose 3 colours to represent the earth, environment, and warmth. By converting the hand-drawn artwork into vector data while preserving its organic feel, I crafted a warm logo symbol that brings a sense of peace to the heart.