D E S I G N E R
C L I E N T
B A C K G R O U N D
Vine Collective's website says: "This experimental condominium project combined modern architecture with "green" building techniques. In creating their identity, we mirrored the tenant experience which was visually organic, with lush landscaping and a southern color palette."
H I G H L I G H T S
Structured yet soft. This interesting balance is largely achieved by the choice of how many angles/corners to use in this logo design. The strong structure starts from the inside, out. Straight lines move outward to which they make a slight rounded corner, to a sharp rigid corner, and then back in to a large rounded corner. This pattern is repeated seamlessly. The attractive part comes from the contrast of those sharp, rigid corners flowing to the larger curves, creating a nice contrast of style that works well together. A good, consistent line weight is chosen, and it scales well. The negative space in the center where the inner lines begin to meet is left open for the eye to move from section to section without being closed off into one area. Rather than a rigid geometric form, this presents a more organic, overlapping/folded form that is pleasant, and again, well structured.