Born from the efforts of a teenager over 50 years ago, TreePeople inspires and supports the people of Southern California to come together to plant and care for trees, harvest the rain, and renew depleted landscapes. TreePeople has activated more than 3 million people in planting and caring for more than 3 million trees.
In celebration of its 50 years, TreePeople unveils its new logo. Developed in-house by TreePeople’s two graphic designers, the refreshed logomark offers a modern, sophisticated update to the classic spinning valley oak leaves. Through a play with depth and scale, the updated mark conveys a fresh sense of generational growth and momentum. The arching branch creates a globe-like feel–representing TreePeople’s collective, holistic work. With the goal of harkening to the past while nodding to an expansive future, TreePeople’s new logomark is intended to capture the magic of TreePeople—past, present, and future.
TreePeople has long phased out the logomark in favor of using the wordmark independently and while this decision has served the organization well, it also came with some challenges. Having a very horizontally-oriented logo meant looking just a tad bit out of place when next to other organizations' logos and, unfortunately (and understandably), being pushed to the very edges in favor of the more balanced, more square logos. For this reason, TreePeople decided to bring the logomark mark back.
With the entire team set on refreshing the old logo mark, I sketched out some concepts, making sure not to stray too far from the original. I tried playing with negative space and even incorporating a "people" element (because TreePeople!) but the team eventually settled on the spinning leaves on a branch. I created different iterations of the concept (bottom row) and the team eventually settled on the second iteration.
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