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Plum, a new leadership organization for luxury, lifestyle, and craft brands, needed a logo that would provide a strong visual identity and convey richness – not financial wealth per se, but the richness of dialogue, thought leadership, and new idea generation that is at the core of Plum’s mission. The design brief could be summed up as: make it beautiful, make it simple, and make it juicy.
Plum's purpose is to bring together the leaders of luxury, lifestyle, and craft brands in a way that allows them to learn from each other and improve their respective businesses --- to be greater than the sum of their parts. To represent this, the Plum logo brings together juicy and luxurious letterforms which form the negative space of a plum within the wordmark.
Plum’s leadership – made up of leaders of other existing businesses – unanimously were thrilled with the logo. As a result, the organization has implemented it across all distribution and communications channels, from business cards to the soon-to-be-launched website.