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The brief was to create a brand mark that would communicate the vision and values which drive Donwood – a community aged care facility – and to reflect and communicate its position in the local aged care market.
Donwood Community Aged Care is a well-loved and established brand - so much so that is now often simply referred to as Donwood. Anyone who walks through Donwood is impressed by a genuine warmth and friendliness – and I wanted to capture this in the logo. The idea of moving from an inwardly-focused organisation to an outward-looking one inspired me to investigate symbols that would communicate this. Flowers do this so well. Closed they go unnoticed - but opened they are stunning - and attract attention. The Donwood brand mark then becomes a reminder that Donwood should always look outwards and thrive. Inspired by the Bird of Paradise flower, the symbol uses soft shapes inspired by nature – a reference to Donwood’s leafy setting. The overlapping shapes also allude to a sense of belonging and people coming together to form community. The colours are also taken from the Bird of Paradise flower.