Bookended by its relentless quest for knowledge and the freedom to create worlds from stories untold, Plaisted Art positions itself as a dynamic and informed resource for all creative and strategic endeavors with a central focus on stakeholders in the specialty coffee community especially farmers. Thus, they required a logomark that expressed these qualities.
First, research helped identify and distill essential elements: a symbol of knowledge, actualization, and dynamism. Next, they were cultivated into dense visual representations in the form of an abstract monogram via first letter basis of Plaisted Art’s principal, Nathan Plaisted (NP). Finally, the logomark took shape within context: - Knowledge: revealed by the Great Horned Owl, a symbol of wisdom that predates Athena and the dawning of the western world. - Actualization and insight: a duality expressed by the crescent and rising sun of the owl’s eye. - Dynamism: expressed by the circular construction of the logomark which is a symbol of fullness, relation to nature, and reciprocity; meanwhile, asymmetry signifies progress. - An Easter egg -- the brand color, plum -- reveals more about Nathan: it was the primary color for his wedding.
The logomark promotes brand recognition and embodies Plaisted Art’s design philosophy by successfully exploring semiotics. Ultimately, it is a positive example of design methodologies in practice and (importantly) aesthetically pleasing.